| Academic Unit: |
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| Mode of Delivery: |
Face to face |
| Prerequisites: |
None |
| Language of Instruction: |
English |
| Level of Course Unit: |
Doctorate |
| Course Coordinator: |
Nimet URAY |
| Course Lecturer(s): |
Nimet URAY |
| Course Objectives: |
The primary objective of this course is to help students understand the roles of marketing within the organization, its business strategy, and its success. It exposes students to the main issues in marketing strategy and marketing strategy research and helps them critically evaluate both fundamental ideas and more recent developments. |
| Course Contents: |
The role of marketing within the organization (stakeholder theory and exchange theory, market orientation and organizational culture, the place of marketing/managers within organizations); market dynamics; competitive advantage (pioneering advantage, innovation and new product development; managing relations with the external environment and customer relationship management and outcomes; metrics (brand equity, marketing performance) |
| Learning Outcomes of the Course Unit (LO): |
- 1- To understand and critically evaluate the role of marketing within the organization.
- 2- To understand the approaches and using methods to achieve and maintain a fit between the organization and its changing environment.
- 3- Critically evaluating the suitable metrics for assessing marketing performance.
- 4- To understand and critically evaluate market dynamics and competition.
|
| Planned Learning Activities and Teaching Methods: |
Directed readings; in-class discussions; Research idea write-ups & Concept maps, research proposal |
| Week | Subjects | Related Preperation |
| 1 |
A Review on Marketing Strategy I |
Required and recommended readings |
| 2 |
A Review on Marketing Strategy II |
Required and recommended readings |
| 3 |
The Role of Marketing Within The Business Strategy |
Required and recommended readings |
| 4 |
Role and Influence of Marketing within Organization |
Required and recommended readings |
| 5 |
Marketing’s Role in Firm’s Competitive Advantage |
Required and recommended readings |
| 6 |
Measuring and Enhancing Marketing Productivity |
Required and recommended readings |
| 7 |
Service Marketing and Management |
Required and recommended readings |
| 8 |
Relationship Marketing and Buyer-Seller Relationships |
Required and recommended readings |
| 9 |
Customer Relationship Management and Outcomes |
Required and recommended readings |
| 10 |
Branding and Brand Equity |
Required and recommended readings |
| 11 |
Product Innovation / New Product Development / Product Design |
Required and recommended readings |
| 12 |
Technology |
Required and recommended readings |
| 13 |
Different Aspects of Marketing Activities of Organizations |
Required and recommended readings |
| 14 |
Term Project Presentations |
|
At Kadir Has University, a Semester is 14 weeks; The weeks 15 and 16 are reserved for final exams.
THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)
| # |
PQ1 |
PQ2 |
PQ3 |
PQ4 |
PQ5 |
PQ6 |
PQ7 |
PQ8 |
PQ9 |
| LO1 |
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| LO2 |
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| LO3 |
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| LO4 |
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Contribution: 1 Low, 2 Average, 3 High
