YEDITEPE UNIVERSITY
INSTITUTE OF SOCIAL SCIENCES
MBA PROGRAM
Course Syllabus
Course:STRATEGIC MARKETING AS A CASE APPROACH
Professor:Altay Ayhan
Phone: 0532 784 90 15 – 0 533 582 09 31
e-mail: altayayhan@ttmail.com
textbook recommended:
Strategy : Winning in the Marketplace / Thompson; Gamble; Strickland
Other Books recommended to read :
Ogily On Advertising ; David Ogilvy-Vintage
Starbucks- ‘’Put Your Heart Into It’’ / Howard Schultz & Dori Jones Yang
Course Objective;
This course is the complementary to Mkg505- Brand Management about the
Marketing Strategies -more specifically how to win in ‘’Domestic’’ &
‘’the international environments’’..
To educate the students in depth about Brand Building Strategies for the
‘’Local ‘’ and ‘’Export markets. ; with the real world cases/examples from
Turkey and International markets.
And also this course examines the following major questions related the
Strategic Brand Management;
1. How to develop the best marketing and communication plans for
Domestic & Export Market
2. How to evaluate product/brand portfolios strategies in Global
Environment.
3. How to introduce Turkish Brands in the Global market.
Students will get also the real life cases/examples of Multinational
Brands and Companies.
The experienced marketing executives will be invited as guest speaker.
Theory and Practice will be shared during the lectures.
Course Requirements;
The students are required to obtained the required textbook and attend the
course. The other textbooks are optional.
The interactive approach will be used. The contribution of the student is
must for the discussions.
There will be a ‘’Term Project’’ about the real world case. The data and
brief will be given during the lecture. The student will prepare a marketing
plan about ‘’A New Brand’’and to make the presentation in the class.
Attendance and participation;
The students are to attend the class sessions, participate in discussions
and activities and to make the presentations.
Grading Policy:
Midterm:
30%
Homeworks:
30%
Project:
30%
Participation:
& Attendence 10%
The exams will cover ,the textbook ,assigned readings; lectures ; real world
cases and class discussions.
Weeks
1.
Issues/Cases
Introduction to Strategic Marketing Management
Definitions/Strategic Marketing Visions/Strategic Management Process
Strategic Brand Architecture (Household Cleaning Category) as ‘’Growth Strategy
Project Brief
Homework-1: SBA
2.
Brand Strategies: Brand Anatomy & Differentiation Variables / Coffee Category
What do we observe in Starbucks from Brand Management Viewpoint?
Positionings of Starbucks & Kahve Dünyası in Turkey
Strategic Group Map Application An interesting Example: ‘’Nectaflor’’ / Bee Category
How to create ‘’ differentiation ‘’ against the competitors?
Homework-3: Brand Mapping + Differentiation Variables
3.
Integrated Marketing Communication Strategies Bleach Category.
Promotion & Advertising Strategies/Joint Efforts of Marketing & Sales/Activity Grid
How did we succeed in İzmir against ‘’ Generic Local Brand ’’?
Homework -2: Activity Grid
4.
Brand Building Activities. / Detergents Category.
What are the factors made A Turkish Brand ‘’the dominant Leader’’ in Ukraine’’?
A Success Story in Positioning. Soap Category .
How did ‘’An American Brand’’ become ‘’the Market Leader’’ in Turkey in 6 months.
5.
Turkish Brand Name versus International Brand Name / Food Categories.
What is the role role of Agency in ‘’Branding’’?
Advertising Strategies: Positioning of ‘’A Generic Brand’’ over yearsReview of Advertising Commercials / Construction Industry
Should Pimapen change its communication strategy in 15 years (1995-2010)?
Class Exercise : USP
Homework-4: Creative Strategy Brief
6.
International Trade Strategies Branding of ‘’The Country , The Region & The Company
Designation of Qualities / Geographic Signs . /Food Industry.
Is A Small Italian Village getting an ‘’International Brand’’ ?
Class Discussion.
Branding of ‘’ Strategic Turkish Products in USA Market / Olive Oil Category.
Can we build a Turkish Brand in USA Market ?
7.
Finance Strategies /Brand Profitability, Financial Brand Plans.
Do the right strategies make to earn the company?, How to establish P&L System in the Company?
Class Exercise : P&L Simulation
8.
Midterm
9.
Private Label Strategies versus National Brands / Different Industries
What are the reasons behind for ‘’the Increasing Demand for Private Label Products’’?
10. Other Issues;
**Market Entry Strategies for ‘’National Products’’ / Food Industries
**Which markets/products are we supposed to focus?
**Homework-5 : Case in Strategy in Winning Markets
**An Interesting Pricing Strategy / Food Industry
How to keep the profit level in commodities market and inflationary economies ?
**Regional Marketing & Sales Plan / Detergents Category – Central Anatolia
Guerillas Marketing
**Projects Submittal
11. Projects Presentations – Group Discussions (Brand Positioning Document , Activity Grid & Brand P&L)
12. Projects Presentations – Group Discussions(Brand Positioning Document , Activity Grid & Brand P&L)
13. Projects Presentations – Group Discussions (Brand Positioning Document , Activity Grid & Brand P&L)