Epoka University

FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS

2024-2025 ACADEMIC YEAR

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 , -
*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:	The art and science of shaping competitive advantage through marketing excellence. In this course, we dive deep into the strategic facets of marketing, equipping students with the knowledge and skills to navigate the contemporary business landscape. We analyze and dissect the critical components of crafting and implementing successful marketing strategies that drive growth and profitability.

BASIC CONCEPTS OF THE COURSE

1	Market Research: The process of gathering, analyzing, and interpreting information about a market, including information about the target market and customers.
2	Segmentation: Dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing strategies.
3	Targeting: Selecting one or more segments to enter and focusing marketing efforts on serving them.
4	Positioning: Creating a distinct image and identity for a product or service in the minds of the target market.
5	Marketing Mix (4 Ps): The set of controllable, tactical marketing tools—product, price, place, and promotion—that a company uses to produce a desired response in the target market.
6	Brand Management: The process of creating and maintaining a strong, positive perception of a brand in the market.
7	Customer Relationship Management (CRM): Strategies and technologies used by companies to manage and analyze customer interactions and data throughout the customer lifecycle.
8	Digital Marketing: The use of digital channels, such as social media, email, search engines, and websites, to promote products and services.
9	Strategic Planning: The process of defining a marketing strategy, setting goals, and determining the best way to achieve them.
10	Competitive Analysis: Assessing and analyzing the strengths and weaknesses of competitors within the market to identify opportunities and threats.

COURSE OUTLINE

Week	Topics
1	1. 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.]
2	2. 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]
3	3. 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]
4	4. 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]
5	5. 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]
6	6. 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.]
7	7. 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.]
8	8. Project Delivery (Midterm Week-no class session) [and/or] 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.]
9	9. 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]
10	10. 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).]
11	11. 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. 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. 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. 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. - Final exam 34%: Open textbook exam. - Attention 33%: Points for each class if you place all your devices on my desk at the start of class. Logic: Haidt, J. (2024). The anxious generation. https://anxiousgeneration.com/research/the-evidence - Project 33%: [AI generated projects will receive zero as grade.] CONFERENCE PAPER Pairs of students will write a conference paper with the lecturer in 75 days for a conference within EU. Guidebook: W.L. Belcher, Writing your journal article in 12 weeks, 2nd edition. WEEK 1: Topic Selection and Proposal: Choose a topic within the sector of your choice with the lecturer. Find a relevant conference within EU, if possible free, to follow the paper guidelines with the lecturer (Such as EURAM, ICABME, or WORLDBME. Find options at conferencealerts.com, conffinder.com, allconferencealert.net. Conduct initial literature review using PoP, researchrabbit.ai, elicit.org, scite.ai, chatpdf.com or similar tools with the lecturer. Write a brief proposal (1-2 pages) containing below headings. Submit proposal for approval to the lecturer. PROPOSAL HEADINGS Title: A concise and descriptive title of your paper. Abstract: A brief summary of your research, including the main objectives, methods, results, and conclusions. Introduction: An overview of the research problem, its significance, and the objectives of your study. Literature Review: An initial review of existing research related to your topic, highlighting gaps your study aims to fill. Methodology: A detailed description of the research methods you will use, including data collection and analysis techniques. Expected Results: A discussion of the potential findings and their implications. Discussion: An analysis of how your expected results will contribute to the field and address the research problem. Conclusion: A summary of the key points and the anticipated impact of your research. References: An initial list of all the sources you may cite in your proposal. WEEK 2: Literature Review: Conduct a good literature review to create an annotated bibliography. Identify key themes and gaps in existing research. WEEK 3: Research Question and Methodology: Formulate RQ(s) and/or hypotheses. Develop methodology. Create data collection plan (if applicable). WEEK 4: Data collection and analysis through surveys, interviews, or secondary sources. Begin data analysis by outlining the paper. WEEK 5: First Draft: Write introduction, literature review, and methodology sections. Develop results, discussion sections, preliminary conclusions. WEEK 6: Revision and Peer Review: Self-edit and revise. Participate in-class peer review. Incorporate feedback. WEEK 7: Final Draft and Submission [Before January 5, 2025]: Complete final revisions. Write an abstract. Proofread and format the paper according to conference guidelines. Submit the final paper to the lecturer, get approval and submit to the conference.
Textbook(s):	Main: Alsem, K. J. (2023). Strategic marketing planning: a step-by-step approach. Taylor & Francis.
Additional Literature:	Recommended: 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	- Articulate the process of developing a conference paper, including topic selection, literature review, research methodology, data collection, analysis, and writing.
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	- Conduct a thorough literature review, creating an annotated bibliography and identifying key themes and research gaps.
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	- Write, revise, and peer-review their conference paper, culminating in a polished final draft.

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
Project	1	33
Final Exam	1	34
Other	1	33
	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

Throughout the academic year, this course has provided a comprehensive exploration. The students have demonstrated commendable engagement and progress in understanding the core concepts and applications. Opinions and Recommendations: - The course structure and content have been well-received, with students showing particular interest in attention grading over the attendance grading. - It is recommended to incorporate more guest lectures through the department organization from the sector to enhance the learning experience. Observations: - Students have shown significant improvement in skills and knowledge areas. - The interactive sessions and group activities have fostered a collaborative learning environment, which has been beneficial for student engagement. Limitations and Reservations: - Due to time limitations or certain topics could not be covered in as much depth as desired. Code of Ethics: - The course has adhered to the highest standards of academic integrity and ethical conduct. - Students have been encouraged to uphold these values in their work and interactions. Overall, the course has been a rewarding experience, and I look forward to further refining and enhancing the curriculum in future academic years.