COURSE INFORMATION Course Title: STRATEGIC MARKETING

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 513	B	1	3	0	0	3	8

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Vusal Gambarov
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:	E-312, Thurday 18:00
Course Description:	Strategic Marketing provides the managerial focus for key decisions regarding how a company will interface with customers and key marketing stakeholders. The course is looks at this question from two perspectives. Firstly, how competitive advantage can be translated into specific value propositions and products or services that are customer relevant, unique and differentiated. We will learn how to define a market differentiation in order to deliver distinctive selling proposition to customers. Secondly, from the perspective of market segmentation, targeting and positioning (S-T-P). Participants will explore the criteria for segmenting markets, for assessing the relative attractiveness of segments and the process of determining how to position a value proposition towards particular segments.
Course Objectives:

COURSE OUTLINE

Week	Topics
1	Introduction to Strategic Marketing
2	Marketing Audit
3	Competitor Analysis
4	Customer Analysis
5	Environmental Analysis
6	Segmentation, Targeting, Positioning
7	Analysing the Product Portfolio
8	Generic Strategies
9	Follower, Challenger and Nicher Strategies
10	Strategic Management of Marketing Mix
11	The Evaluation of Marketing Strategy
12	Case Studies
13	Case Studies
14	Case Studies

Prerequisite(s):	Principles of Marketing, Management and Organization
Textbook:	1. Richard M.S. Wilson and Colin Gilligan, Strategic Marketing Management: Planning, implementation and control, Third edition. Elsevier Butterworth-Heinemann publications. 2005. 2. Richard M.S. Wilson and Colin Gilligan, Strategic Marketing Planning, Elsevier Butterworth-Heinemann publications. 2003.
Other References:
Laboratory Work:
Computer Usage:
Others:	No

COURSE LEARNING OUTCOMES

1	Making Strategic Marketing Plan
2	Conducting strategic analysis
3	Defining the dimensions of Positioning

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Master of Science in Economics Program
1	The students are gained the ability to look at the problems of daily life from a broader perspective. They gain the needed skills not only to understand economic problems in economics but also to construct a model and defend in meaningful way.	4
2	They have knowledge about the microeconomics.	3
3	They have knowledge about the macroeconomics.	3
4	They have knowledge about the international economics and finance.
5	They have ability to use mathematical and statistical methods in economics.
6	They know how to use computer programs in both daily office usage and statistical data evaluations in public and private sector.
7	They have necessary economics skills that needed in private and public sector.
8	They are intended to be specialist in one of departmental fields that they choose from the list of general economics, growth and development, labor economics and labor market, environmental economics, agricultural economics, health economics, education economics and human development, political economics, international economics, monetary economics, finance economics, public finance, international financial markets and institutions, banking and central banking, international trade and banking, monetary economics and banking,
9	They have ability to utilize fundamental economic theories and tools to solve economic problems in economics.	3
10	They are aware of the fact that economics is a social science and they respect the social perspectives and social values of the society’s ethics.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Homework	3	5
Presentation	1	20
Case Study	1	15
Final Exam	1	50
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms			0
Assignments	1	5	5
Final examination	1	3	3
Other	16	5	80
Total Work Load:			200
Total Work Load/25(h):			8
ECTS Credit of the Course:			8