Syllabus

BA 4722
Marketing Strategy
METU
Department of Business Administration
Instructor: Cengiz Ylmaz
Office: H106
Office Hours: Monday-Wendesday 1:00-1!:00
"#one: 066
Course Materials: #tt$:%%u&'grou$s'ya#oo'com%grou$%yilmazcourses%
Course (escri$tion: )#e $ur$ose of t#is course is to $ro*ide t#e students +it# a &een
understanding of t#e mar&eting function in ,usiness firms and of t#e
met#ods of using t#is &no+ledge in de*elo$ing and im$lementing
successful mar&eting strategies'
)e-t: : Marketing Strategy and ompetiti!e "ositioning ./ra#am
Hooley0 1igel 2' "iercy0 and 3rigitte 1icouloud4 "u,lis#er: 2t
"rentice#all5 6t# 7e*ised edition .8ugust 0 90114
Met#od: 2ormal :ectures ; (iscussion <essions ; /rou$ "resentations
/rading: /rou$ "resentations = "ro>ects 0?5 "artici$ation and @uizzes 10?5
Midterm1 0?5 Midterm9 0 ?'
)o$ics: WAAB1 =9 2e, 96 = Marc# !
Introduction
3asics of t#e 8rt of Mar&eting
Mar&eting )#eory and "ractice in t#e 1e+ Millennium
@uality0 Calue0 <atisfaction0 and Mar&eting <uccess
Customer Calue = 7elations#i$ Mar&eting'
O,taining <ustaina,le Com$etiti*e 8d*antage *ia Affecti*e Mar&eting
Im$lementations'
Measuring Mar&eting "erformance
Mar&ets#are = "rofita,ility
CH10 CH90 CH0 CH!0 CH110
WAAB M11
Bey Alements of t#e Mar&eting <trategy
3uyer (ecision "rocess
Mar&eting Information
Mar&et <egmentation0 )arget Mar&eting0 and "ositioning'
(ata-3ased <egmentation
Antry <trategies .2irst Mo*er%:ate Antrant 8d*antages4
)#e 7ole of Mar&eting in t#e O*erall Cor$orate <trategy
"lanning *ersus Im$lementation
CH!0 CH60 CH60 CHD0 CHE0 CH10
WAAB!' M1D
"roduct = 3randing <trategies
1e+ "roduct (e*elo$ment and Inno*ati*eness
Inno*ation 8do$tion "rocess
3randing and 3rand AFuity: Conce$tualization0 Management0 and
Measurement
Cor$orate Image and 7e$utation: Im$ortance0 Measurement0 and
7eflections on Mar&eting $erformance'
CH190 CH10 CH 1!
WAAB6' M96
"ricing
(emand Astimation
Mat#ematical "ricing
Gse of <ales "romotions in "ricing
)y$es of :oyalty "rograms and t#eir Affecti*eness
CH H0 CH 190
WAAB6' 81
/rou$ 1 ."resentation and (isscussion4
Integrated Mar&eting Communications
WAABH' 8D
/rou$ 9 ."resentation and (isscussion4
Customer Com$laints: Im$ortance and Management

WAABD' 816
Catc#ing G$0 O*er*ie+0 = Midterm#$
WAABE' 899
/rou$ ."resentation and (isscussion4
C#annels of (istri,ution
<tructural = 8dministrati*e Issues
3e#a*ioral Issues
)#e 7ole of Contracts
"o+er%(e$endence-3ased /o*ernance
7elations#i$-Oriented /o*ernance
7etailing = 7etail Asta,lis#ments
CH 190 CH 16
WAAB10' 89E
/rou$ ! ."resentation and (isscussion4
7etailing = 7etail Asta,lis#ments Continued
Gnderstanding t#e Consumer
More a,out 3uyer 3e#a*ior )#eory
WAAB11' M6
/rou$ 6 ."resentation and (isscussion4
3usiness to 3usiness Mar&ets
<er*ices
WOM Mar&eting
3ritis# 8ir+ays Case $$' !6E
WAAB19' M1
/rou$ 6 ."resentation and (isscussion4
A-Mar&eting = Mo,ile Mar&eting
A-$erience .2AA: /OO(4 Mar&eting
WAAB1' M90
/rou$ H ."resentation and (isscussion
Midterm2
WAAB1!' M9!
/rou$ D ."resentation and (iscussion4
<trategic Customer Management
Iero- Case $$' !1
CH 16 $$' !1
%ndi!idual &eports: Aac# <tudent is e-$ected to c#oose a s$ecific mar&eting strategy to$ic and +rite a $a$er
t#at co*ers ma>or issues raised in t#e current literature regarding t#at to$ic' :iterature searc# and $resentation of
ideas in a clear and organized +ay are t#e &ey o,>ecti*es of t#is assignment' <c#olarly mar&eting >ournals0
$articularly Journal of Marketing, Journal of Marketing Research, and Journal of the Academy of Marketing
Science0 are to ,e t#e ma>or sources of information' <tudents are free to c#oose a to$ic of t#eir interest'
A-em$lar to$ics include WOM Communications0 3rand Communities0 Control in (istri,ution C#annels0 )#e
7ole of 8ffect in Affecti*e Mar&eting Communications0 7ecent (e*elo$ments in Mar&eting 7esearc#0 <ales
"romotions *ersus 8d*ertising in terms of Customer 7es$onses0 "ricing "ractices in t#e ''''''' Industry0 etc'
<tudents can also c#oose to $resent t#eir to$ics during class time to classmates for e-tra credits'
'roup Studies: <tudents are to form grou$s of 6' Aac# grou$ is to $re$are an annual mar&eting $lan for an
e-isting $roduct%,rand' /rou$s are going to su,mit a +ritten re$ort of t#eir mar&eting $lan' /rou$s are
also reFuired to $resent t#eir mar&eting $lan in class and discuss t#eir strategy +it# classmates' 8
sim$lified mar&eting $lan outline t#at lists ma>or com$onents of a mar&eting $lan is $ro*ided +it# t#is
sylla,us'
&EAD%(' )%ST
1' on*eptuali+ing, measuring, and managing *ustomer-based brand e.uity
Beller0 Be*in :ane Journal of Marketing; Jan 1EE5 6H0 15 $g' 1
9' T/e */ain of effe*ts from brand trust and brand affe*t to brand performan*e: $$$
8r>un C#aud#uri5 Morris 3 Hol,roo& Journal of Mar&eting5 8$r 90015 660 95
' 0T/e ommitment-Trust T/eory of &elations/ip Marketing,K
Morgan0 7o,ert M' and <#el,y (' Hunt .1EE!40 Journal of Mar&eting0 6D .40 90-D'
!' 12rgani+ational ulture and 3irm Effe*ti!eness: An E4amination of &elati!e
Effe*ts of ulture Traits and t/e Balan*ed ulture 5ypot/esis in an Emerging
E*onomy,6 Journal of World 3usiness0!0.!40 9E0-06 Yilmaz0 Cengiz and Arcan
Argun .900D4'
6' T/e *omparati!e ad!antage t/eory of *ompetition
Hunt0 <#el,y (0 Morgan0 7o,ert M' Journal of Mar&eting' C#icago: 8$r 1EE6' Col' 6E0
Iss' 95 $' 1 .16 $ages4
6' 7oint and %ntera*ti!e Effe*ts of Trust and 8%nter9 Dependen*e on &elational
Be/a!iors in )ong-Term /annel Dyads Yilmaz0 Cengiz0 3Llent <ezen0 and Mzlem
Mzdemir .900640 NIndustrial Mar&eting Management0 !0 0 96-9!D
H' 3rontiers of t/e marketing paradigm in t/e t/ird millennium$ 7a*i <' 8c#rol =
"#ili$ Botler0 J. of the Acad. Mark. Sci$ .90194 !0:6O69'
D' T/e S/opping Momentum Effe*t
7a*i (#ar0 Joel Hu,er0 Gzma B#an0 Journal of Mar&eting 7esearc#0 .900H40 !!0 H0-
HD'
E' &eturns on business-to-business relations/ip marketing in!estments: Strategies
for le!eraging profits
Mar&eting <cience0 .900640 960 !HH-!E'
10' Marketing and business performan*e
1eil 8' Morgan J' of t#e 8cad' Mar&' <ci' .90194 !0:109O11E
S%M")%3%ED MA&:ET%(' ")A( 2UT)%(E
I' <I)G8)IO1 818:Y<A<
8' Mar&et .Current and $ro>ections4
<ize0 sco$e0 s#ares and category sales #istory of all com$etitors0 customer $erce$tions
and $ositioning a$$roac#es'
"roduct features0 $ricing0 distri,ution0 $romotions0 and ot#er strategic a$$roac#es of
all com$etitors'
3' Customers .Current and $ro>ections4
"urc#asing #a,its0 $references0 $urc#asing $atterns0 $urc#asing $o+er0 segments and
$rofiles of eac# segment0 etc'
C' Com$etiti*e
"rimary com$etitors0 secondary com$etitors'
1ature and degree of com$etition0 com$etiti*e dynamics0 ne+ $roduct entry
$ros$ects0 ri*alry0 $o+er of su$$liers and ,uyers'
<trengt#s0 +ea&nesses0 o$$ortunities0 and t#reats of and to t#e com$any as +ell as of
and to t#e core $roduct'
(' "roduct .Current and $ro>ections4
2eatures0 attri,utes0 e-$ectations0 rooms for im$ro*ement'
II' O3JAC)ICA< .Fuantity0 direction0 time frame0 rationale4'
8' Cor$orate o,>ecti*es0 di*isional o,>ecti*es0 mar&eting o,>ecti*es'
3' "rogram o,>ecti*es and rationales'
"ositioning
"ricing
8d*ertising%"romotions
<ales%(istri,ution
"roduct
<er*ice
III' <)78)A/Y 81( "7O/78M< .Ho+ t#e o,>ecti*es +ill ,e ac#ie*ed4
8' <trategic alternati*es and t#e core strategy
3' Mar&eting "rograms
"ricing
8d*ertising%"romotion
Co$y
Media
)rade *ersus consumer $romotion
<ales%(istri,ution
"roduct de*elo$ment
<er*ice
Mar&et 7esearc#
IC' MO1I)O7< 81( CO1)7O:<
<$ecific researc# information to ,e used
Met#ods t#roug# +#ic# t#e $lan +ill ,e e*aluated
C' CO1)I1/A1CY ":81<
CI' 3G(/A)<