Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
-1YBS421Marketing Strategies3+0+03620.04.2026

 
Course Details
Language of Instruction Turkish
Level of Course Unit Bachelor's Degree
Department / Program Management Information Systems
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of this course is to enable students to learn the fundamental concepts of marketing strategies and to develop their strategic thinking skills by analyzing real-world marketing practices of different brands. The course aims to equip students with the ability to evaluate how brands manage consumer perception, position themselves in a competitive environment, and develop creative marketing strategies.
Course Content This course covers fundamental concepts of marketing strategies, the marketing environment, consumer behavior, and the marketing mix. In addition, marketing strategies of brands from different sectors are examined using case studies. The course analyzes brands' strategies for managing consumer perception, positioning, digital marketing, experiential marketing, and creative communication, connecting theoretical knowledge with practical application. Through this course, students gain the ability to make strategic assessments and interpretations based on real-world brand examples.
Course Methods and Techniques 1. Lecture, 2. Case Study, 3. Project-Based Learning, 4. Individual Study, 5. Question and Answer.
Prerequisites and co-requisities None
Course Coordinator Asist Prof.Dr. ÜMİT BOZOKLU
Name of Lecturers Asist Prof. Senem EIVAZZADEH İNCE senem.ince@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Kotler, Philip, Keller, Kevan Lane,(2018) Marketing Management, Pearson, Global Edition
Strategic Marketing, Collective, 2018
Course Notes Lecture notes will be shared by the relevant instructor.

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 30
Assignment 1 % 20
Final examination 1 % 50
Total
3
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 13 5 65
Mid-terms 1 21 21
Final examination 1 25 25
Total Work Load   Number of ECTS Credits 6 153

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explain the fundamental concepts, approaches, and processes of marketing strategies and relate them to real-world sectoral examples.
2 Analyze consumer behavior, the marketing environment, and market dynamics to develop appropriate strategic decisions for businesses.
3 Compare traditional and digital marketing approaches and evaluate digital marketing processes (e.g., website, SEO, content management, analytics) effectively.
4 Analyze different marketing strategies (e.g., experiential, emotional, viral, and content-based strategies) and interpret them through real brand cases.
5 Utilize marketing research and data analysis methods to identify customer needs and develop strategic marketing solutions.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introduction to the course, overview of marketing and marketing strategies.
2 Basic marketing concepts and the value creation process.
3 The evolution of marketing understanding and current approaches.
4 Marketing environment (macro environment, competitive environment)
5 Consumer behavior and consumer decision-making process
6 Market Segmentation, Target Market and Positioning (STP)
7 Case study: Brand positioning and perception management (Like the IKEA example)
8 Marketing mix (4Ps): Product and brand strategies
9 Marketing mix (4Ps): Price, distribution, and promotion
10 Case study: Creative campaigns and consumer experience (McDonald’s, Play-Doh, etc.)
11 Digital marketing and social media strategies
12 Case study: Digital marketing and innovative brand applications (Getir, Oatly, etc.)
13 Student presentations (brand strategy analysis)
14 Student presentations and overall evaluation.

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8
All 3 1 1 3 4 3 4 3
C1 2 2 1 4 3 4 4 3
C2 3 2 1 4 4 3 5 3
C3 3 1 1 1 3 1 3 3
C4 3 2 1 4 2 5 1 5
C5 3 1 1 1 5 1 2 3

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  https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=265117&curProgID=5702&lang=en