COURSE INFORMATION Course Title: STRATEGIC MARKETING

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 513	B	3	3	0	0	3	7.5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al , TO MEET WITH THE LECTURER: Please book an appointment in advance, as availability cannot be guaranteed: https://calendar.app.google/o6tMotPj62bDMKRu7
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Compulsory
Study program: (the study for which this course is offered)	Master of Science in Economics
Classroom and Meeting Time:	-
Teaching Assistant(s) and Office Hours:	NA
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:	-
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:	Discover the art and science of creating competitive advantage through strategic marketing. This course explores the core components of effective marketing strategies that drive growth and profitability in today’s dynamic business environment. Emphasis is placed on emerging technologies, AI, XR, and other digital innovations, and their role in shaping customer experiences, enhancing engagement, and transforming marketing practices.

BASIC CONCEPTS OF THE COURSE

1	Market Segmentation Dividing a broad market into distinct groups based on shared characteristics to target them more effectively.
2	Value Proposition Design Crafting a compelling promise of value that differentiates a brand and resonates with customer needs.
3	Competitive Positioning Strategically placing a brand in the market to stand out from competitors and appeal to target audiences.
4	Customer Journey Mapping Visualizing the stages a customer goes through—from awareness to loyalty—to optimize engagement and conversion.
5	Brand Strategy Developing a long-term plan to build and manage brand equity, identity, and emotional resonance.
6	Data-Driven Decision Making Using analytics and consumer insights to guide marketing strategies and measure performance.
7	AI-Powered Personalization Leveraging artificial intelligence to deliver hyper-targeted content, offers, and experiences at scale.
8	Extended Reality (XR) Marketing Using immersive technologies like AR and VR to create engaging, experiential brand interactions.
9	Omnichannel Integration Ensuring seamless and consistent customer experiences across digital, physical, and hybrid touchpoints.
10	Strategic Marketing Analytics Applying advanced tools and models to forecast trends, measure ROI, and refine strategic decisions.

COURSE OUTLINE

Week	Topics
1	1. [Alsem, 2023] The essence of marketing p.24 [Outline what marketing is and describe how marketing developed, along with new visions about consumer behavior. Introduce marketing (customer and brand) as the key to developing customers’ relationship with a brand. Describe aggregation levels in organizations. Stress the importance of a sustainable competitive advantage.] + [Kotler, et.al. 2024] Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3
2	2. [Alsem, 2023] The strategic marketing planning process p.31 [To know different levels in a company and the content of strategy at these levels To know the essence of marketing strategy To know the different steps in the marketing planning process] + [Kotler, et.al. 2024] The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25
3	3. [Alsem, 2023] Mission, customer values, and market definition p.61 [Know the function and components of a mission and a vision Know the essence of customer value and the different values that exist Know how to define a market: components and guidelines] + [Kotler, et.al. 2024] The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41
4	4. [Alsem, 2023] Internal analysis p.89 [Know how to define objectives for a company Recognize the importance of sustainability and the trade-off with growth objectives Be capable of analyzing a brand’s strengths and weaknesses Use the customer perspective in the internal analysis] + [Kotler, et.al. 2024] The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59
5	5. [Alsem, 2023] Customer analysis p.113 [Be able to apply segmentation based on data Know the most important consumer behavior models Know how to measure needs and perceptions of customers Know how to measure brand image Be able to deal with primary and secondary sources of customer data] + [Kotler, et.al. 2024] Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83
6	6. [Alsem, 2023] Industry analysis p.157 [Know the differences between and the goals of an industry analysis and a competitor analysis. Know the components of an industry analysis. Realize that a Porter analysis is only part of an industry analysis, which in turn is part of an external analysis. Be able to perform a macro-environmental analysis for a company. Know how to assess the attractiveness of a market.] + [Kotler, et.al. 2024] Building Extended Realities: The Immersive Experience in Real Life 107
7	7. [Alsem, 2023] Competitor analysis p.186 [Know the steps of a competitor analysis. Be able to identify competitors by using the appropriate methods. Assess competitors’ strengths and weaknesses on the corporate and brand levels. Know which qualitative and quantitative data sources can be used in a competitor analysis. Put it all together in making a forecast of a competitor’s strategy and reactions.] + [Kotler, et.al. 2024] Tapping into the Metaverse: The Future Form of Social Media Platforms 131
8	8. Project Delivery (Midterm Week-no class session) [and/or] [Alsem, 2023] Distribution and supplier analysis p.211 [Know aggregation levels in the distribution analysis. Be able to analyze the distribution structure in an industry. Assess the role of disintermediation. Be able to analyze the distribution intensity by applying different criteria. Know the steps in an individual distributor and supplier analysis.] + [Kotler, et.al. 2024] Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159
9	9. [Alsem, 2023] SWOT analysis p.232 [Know the steps in a SWOT analysis Be able to summarize a situation analysis into a focused problem statement Discuss alternative positioning options] + [Kotler, et.al. 2024] Spatial Marketing: Delivering Natural Human- Machine Interactions 185
10	10. [Alsem, 2023] Corporate objectives and strategies p.261 [Know the difference between corporate strategy and marketing strategy Apply a portfolio analysis Know the different growth directions for companies Know how to relate growth directions to development methods (partnering or not).] + [Kotler, et.al. 2024] Metaverse Marketing: Experimenting with the Next- Generation Engagement 209
11	11. [Alsem, 2023] Marketing objectives and marketing strategies p.292 [Know how to formulate marketing objectives. Apply methods for targeting customers. Know the principles of and methods for positioning. Know the role of the brand. Know how to choose a brand name and brand design. Apply guidelines for managing brands over products (extensions), internationally, and over time (crisis management).]
12	12. [Alsem, 2023] Choice of product/service, price, and channels p.349 [See the relationships between a chosen value strategy; the marketing strategy; and decisions about the marketing instruments, product, channels, price, and communication. Know which kind of decisions have to be made for the instruments product, price, and channels. Be able to strategically implement these three marketing instruments and see innovative opportunities. Know key issues about push/pull, intensity of distribution, forms of products, and distribution figures.]
13	13. [Alsem, 2023] Marketing communications p.371 [See the relationships between the marketing strategy and communication. Know how to formulate objectives for communication Know the steps in the communication planning process. Understand the role of companies and advertising agencies. Be able to make a communication plan. Know how to measure communication effects.]
14	14. [Alsem, 2023] Organization and execution of marketing p.415 [Know how to organize marketing and communication in a market-oriented organization. Know what motivates people in an organization. Know how to stimulate innovation. Be able to sell a marketing plan. Know the main pitfalls in planning.]

Prerequisite(s):	OUR COURSE CONTENT COMES FROM THE FIELD AND IT IS PRACTICAL, NOT THEORETICAL. > ATTENTION (20%): Arrive the class in the first 30 minutes and place your devices on the lecturer’s desk until the end of session. Logic: Haidt, J. (2024). The anxious generation. https://anxiousgeneration.com/research/the-evidence > WEEKLY REFLECTION PAPER (20%): Each week, submit a two-page (one sheet A4) handwritten reflection on the weekly course contents (guided by provided questions), bring it to class, and upload a digital .docx copy to your MS Teams folder: 1. Three key points 2. Application to today 3. Agree/disagree and why 4. Link to other subjects 5. How it changed your thinking 6. Lessons from examples 7. Explain a key theory 8. Ethical/social issues and solutions 9. What was unclear 10. Future evolution of ideas > PRESENTATION (20%): Present 3-minutes weekly on a recent (past year) course-related academic article you select. Upload the presentation file with full references to your MS Teams folder. Presentation Structure: 1. Introduction. Briefly introduce the article, including the title, publication source, and author(s), and explain why you selected it. 2. Key Insights. Summarize 2–3 core findings or arguments from the article, highlighting any novel methodologies, frameworks, or results. 3. Relevance to Strategic Marketing. Connect the article’s content to specific course topics, such as segmentation strategy, brand positioning, AI-enhanced decision-making, or XR consumer engagement. 4. Implications & Applications. Discuss how the insights can be applied in real-world marketing contexts, including industry examples or potential strategic actions. 5. Conclusion & Personal Insight. End with a concise takeaway and share your own perspective, what surprised you, challenged your thinking, or inspired further inquiry. 6. References. Include full citation details in your uploaded file using APA style, along with any additional sources you referenced. > ONLINE CERTIFICATE (20%): Obtain a verifiable certificate with your name by completing a relevant online course from trusted providers (e.g., Coursera, edX, LinkedIn Learning, Google, IBM). Share the certificate on LinkedIn and post the link on the MS Teams class sheet. Submit a two-page handwritten reflection addressing: 1. Key insights 2. Course relevance 3. Skills gained 4. Challenges faced 5. Suggestions for improvement - Upload a digital.docx copy of your reflection to MS Teams. > FINAL REFLECTION PAPER (20%): Last week of the semester, submit a two-page (one sheet) handwritten reflection on the most important course topic/s and how you’ll apply it to your life or career, and upload a digital copy to MS Teams.
Textbook(s):	Alsem, K. J. (2023). Strategic marketing planning: a step-by-step approach. Taylor & Francis.
Additional Literature:	Recommended: Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The Future is Immersive. Wiley. Solberg, C. A., & Huse, H. (2024). Strategic International Marketing. Taylor & Francis. Day, G. (2022). Advanced Introduction to Marketing Strategy. Edward Elgar Publishing King, K. (2022). AI Strategy for Sales and Marketing. Kogan Page.
Laboratory Work:	-
Computer Usage:	-
Others:	No

COURSE LEARNING OUTCOMES

1	- Develop advanced knowledge and expertise in the field of strategic marketing.
2	- Analyze and critically evaluate strategic marketing cases.
3	Apply advanced concepts in strategic marketing to real-world scenarios.
4	- Reflect on and articulate the most significant topic they learned during the course, demonstrating their understanding and ability to apply strategic marketing principles.
5	- Improve their ability to stay focused and engaged during class, which is supported by research on reducing distractions.
6	- Identify and propose a relevant research topic within the marketing sector.
7	Demonstrate improved focus, engagement, and professional communication skills.
8	- Formulate research questions or hypotheses and develop a suitable methodology for their study.
9	- Collect and analyze data using appropriate methods, enhancing their practical research skills.
10	Communicate key insights and reflect on major course learnings with practical applications.

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	Students apply advanced knowledge in economics	1
2	Students explain the interaction between related disciplines and economics	1
3	Students apply scientific methods to address economic problems	1
4	Students define existing theory in a specialized branch of economics	1
5	Students critically evaluate knowledge in economics and carry out advanced research independently	1
6	Students develop economic models and formulate policy options	1
7	Students make an original contribution to the discipline	1
8	Students effectively communicate in a variety of professional and academic contexts	1
9	Students will develop new strategic approaches for unexpected, complicated situations in economics and take responsibility in solving them	1
10	Students uphold and defend ethical values data collection, interpretation and dissemination	1
11	Students use advanced empirical analyses to address social problems	1
12	Students interact with professional networks in their field of specialization	1

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Homework	1	20
Presentation	1	20
Project	1	20
Term Paper	1	20
Attendance		20
	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	8	128
Mid-terms	0	0	0
Assignments	0	0	0
Final examination	1	11.5	11.5
Other	0	0	0
Total Work Load:			187.5
Total Work Load/25(h):			7.5
ECTS Credit of the Course:			7.5

CONCLUDING REMARKS BY THE COURSE LECTURER

Everything will be better.