DOKUZ EYLUL UNIVERSITY
FACULTY OF BUSINESS
MAN 351 – MARKETING STRATEGIES
Fall 2007-2008
INSTRUCTOR
Assist. Prof. Burcu İlter
burcu.ilter@deu.edu.tr
GRADUATE ASSISTANTS Özge Özgen - Bilge Aykol (Room No:128)
CLASS HOURS
Tuesday 09:00 – 11:35 / 12:40 – 15:15 (A-102)
OFFICE HOURS- Please come and see me and the graduate assistants during the office hours.
COURSE OBJECTIVES- To give students experience in applying marketing concepts in real world
situations, to show students how to organize and interpret facts and identify key problems and draw
relevant conclusions.
COURSE FORMAT- The course will consist of lectures and case discussions. There will be two term
assignments throughout the semester. Groups will prepare the assignments. The subject and number of
students responsible for that subject are given at the end of the syllabus. Students are required to
attend classes regularly.
TEXT BOOKJoseph P. Guiltinan, G.W. Paul and T.J. Madden, (1997), Marketing Management: Strategies and
Programs, New York: McGraw – Hill, Inc.
SUPPLEMENTARY MATERIAL–
Kotler, P. and G. Armstrong, (2004), Principles of Marketing, New Jersey: Prentice Hall;
Kotler, P. and K. L., Keller, (2006), Marketing Management, New Jersey: Prentice Hall.
GRADINGMid-term Exam
Industry Analysis
Mini Applications
Case Studies + Participation to classroom discussions
Final Exam
TOTAL FINAL GRADE
100 points
30 points
20 points
30 points
20 points
100 points
PREPARATION OF ASSIGNED TOPICS Students as a group (4-5 students) will prepare an industry analysis, case studies and mini
applications.
Industry analysis: The purpose of the paper is to present a description of the industry that your
Project Company, product, or brand is in. This is done by giving a thorough examination of how each of
the points/issues listed below relates to your industry. Keep in mind that all of these point/issues may
not be relevant for your industry. Furthermore, there may be points or issues that are relevant but are
not given below. These should be added. At the end of the document you should give the "rules of the
game" for the industry. The minimum length requirement for this assignment is 20 pages.This is a group
assignment of 4-5 people. You are required to use course charts, diagrams, and figures to supplement
your discussion and presentation. You are expected to make a 20 min. presentation.
Some Suggested Issues/Points To Consider
A. Nature of The Industry - Bargaining Power of Suppliers, Bargaining Power of Buyers,
Threats From Substitutes, Threats From Other Entrants, Rivalry Within Industry, Current
Environmental Factors (Legal, Social, Physical, etc.)
B. Structural Analysis Within The Industry - Identify critical competitive dimensions of the
industry -- What are the critical success factors (CSF) in the industry? , Identify mobility barriers (if
relevant), Use the three above to identify marginal groups, trends in rivalry, and hence opportunities
and threats for individual competitors. Examine the Economic Structure of the Industry (Oligopoly,
Monopolistic Competition, Degree of Concentration, Fragmentation, etc.)
C. Industry Dynamics - Are there changes (current or predicted) within or without the
industry that affect how the industry may change in the future. Consider the following: Societal
Trends, Economic Trends, Market Trends, Government Regulation, Innovations of all types, inside and
outside the industry. Changes that effect the cost structure of the industry, Structural changes in
adjacent industries (suppliers, etc.),Entries and Exits to the industry
D. Competitor Analysis for each key player only: Note, Not all competitors should be
examined in this profile. Only significant existing competitors (e.g., major players or otherwise relevant
competitors) or potential new competitors. The more critical analyses will identify targets for
acquisitions within the industry which might dramatically shift a player's position. Assumptions about
future competitive behavior ,current position and strategy, distinctive competencies
E. Arrangement of this material is up to you. You have the freedom to be creative, yet
professional. Keep in mind that this is a description of a competitive arena. Therefore, it is a good idea
in your summary of the industry to indicate the competitive rules of the game.
F. You can use internet source but direct copy are not allowed. You are expected to make
analysis of and suggestions for the information you take from the internet and other resources. For a
written format of term project you are recommended to review “APA Style”.
G. Deadline - All of the reports will be handed in Dec., 18.
Mini-Applications: You are required to hand in two Mini-Applications (Mini-App) based on the text,
class, and outside reading materials you gather on a specific company, product, or brand. The purpose
of the application is to demonstrate your ability to relate text and lecture concepts to current realworld business activities. The products, companies, etc. may be chosen from recent articles found in
the popular or trade press (e.g., Business Week, Fortune, Wall Street Journal, Economist, Capital,
Power and so forth). The Mini-App will be based on concepts found in chapters 1 through 6.
A. Mini-App Requirements: A description of marketing strategy activities being implemented
by the company are to be given. Then, these activities are to be identified with the relevant course
concepts gained in the course. The more theory and concepts you identify, the better your chances will
be for getting a good grade. The purpose is to demonstrate how well you can LINK actual business
behavior to the various course concepts and theories.
Case Studies: Comprehensive case studies will be assigned to the students.
TENTATIVE CLASS SCHEDULE
CHAPTERS
WEEKS
TOPICS
Sep. 25
Introduction
Market Orientation, Marketing Management, and the
Marketing Planning Process; Corporate Marketing
Planning
Market Orientation, Marketing Management, and the
Marketing Planning Process; Corporate Marketing
Planning
Mini Application
Situation Analysis : Market Analysis; Situation
Analysis : Competitive Analysis
Situation Analysis: Market Measurement, Profitability
and Productivity Analysis
Mini Application
Oct. 02
Oct. 09
Oct. 16
Oct. 23
Oct. 30
Nov. 06
Nov. 12
Nov. 23
Nov. 27
Dec. 04
Dec.
Dec.
Dec.
Jan.
Jan.
Jan.
Jan.
11
18
25
01
08
14
25
Guiltinan,
Paul &
Madden
Kotler &
Armstrong
Kotler &
Keller
1-2
2
-
1-2
2
-
3-4
-
-
5-6
-
4
7-13
18
-
7-13
18
-
MID-TERM EXAMS
Marketing Strategies and Programs: Marketing
Strategies
Marketing Strategies and Programs: Marketing
Strategies
Case Discussions
Case Discussions
Presentations
New Year
Presentations
FINAL EXAMS