DOKUZ EYLL UNIVERSITY

FACULTY OF BUSINESS
MBA PROGRAM (With Thesis)
MBA 5011 STRATEGIC MARKETING MANAGEMENT
FALL 2016
SYLLABUS

INSTRUCTORS: Assist. Prof. Sumeyra DUMAN KURT

Website: kisi.deu.edu.tr/sumeyra.kurt E-mail: sumeyra.kurt@deu.edu.tr
Assist. Prof. Banu ATREK
Website: kisi.deu.edu.tr/banu.atrek E-mail: banu.atrek@deu.edu.tr
CLASS HOURS: Wednesday 13:00- 15:35 (Seminar Room: 246)
GRAD. ASSISTANT: layda pek (ilayda.gungor@deu.edu.tr)

COURSE OBJECTIVES: This senior level course that integrates previous marketing study and
background into a managerial context provides an overview of the major areas of marketing
from the marketing executives perspective. The course aims to review marketing concepts
and to provide students an opportunity to think and analyze marketing issues and articulate
an understanding of contemporary marketing issues using appropriate marketing strategies.

COURSE FORMAT: The course is designed to bring beginning, intermediate and advanced
level students of marketing to a point of understanding and applying the strategic process of
marketing through lecture, readings, presentations, and discussions.

TEXT BOOK:
Kotler, P. & Keller, K. L. (2016), Marketing Management, Global Edition, 15th Edition, NJ:
Pearson.

GRADING:

Mid-term exam 30
Assignments 30
Final exam 40
TENTATIVE CLASS SCHEDULE

WEEK(S) DATES TOPIC(S) CHAPTER(S)

1 Sept, 28 Introduction
2 Oct, 5 Overview, marketing Strategies 1,2, 3,4
Environment, Marketing Research
3 Oct, 12 Assignment 1
4 Oct, 19 Customer Value 5
5 Oct, 26 Consumer Behavior 6
6 Nov, 2 Assignment 2
7 Nov, 9 Midterm Exam
8 Nov, 16 Segmentation, Targeting, Positioning 9,10
9 Nov, 23 Assignment 3
10 Nov, 30 Product and Services 13, 14
11 Dec, 7 Pricing 16
12 Dec, 14 Assignment 4
13 Dec, 21 Place + Logistics 17,18
14 Dec, 28 Promotion 19, 20, 21, 22
15 Jan, 4 Review
16 Jan, 11 Final Exam

EXPECTATIONS:
Attendance and participation in class discussions are required.
The assignments prepared out of class, are to be type-written (1.5 line spaced, 12
points, Times New Roman font, and proof-read-no errors, spell checked) and turned in on the
due date.
You will not be graded if you do not attend to assignment weeks and there will be no
make-up for the assignment. Late submission of assignments will also not be graded.