BAHCESEHIR UNIVERSITY

Fall 2015
BUS 5205
Wednesdays 18.00-20.00
INSTRUCTOR: Assistant Professor Gulberk GULTEKIN SALMAN, PhD
E-MAIL: gulberk.salman@eas.bahcesehir.edu.tr
PHONE: (212) 381-0479 or (532) 275 -1702
REQUIRED TEXTBOOK:
J.Paul Peter & James H. Donnelly, Jr. Marketing Management Knowledge and Skills.
11th Ed. McGraw Hill
Hartley, R.F. (
COMMUNICATION WITH STUDENTS
I will use itslearning portal to generally communicate with the class, send reminder
messages, and relay answers to questions that you may have between class
meetings. You also need to check your first.lastname@stu.bahcesehir.edu.tr for
further notices and information.
To enhance your professionalism and marketing perspective, it is recommended that
you read business newspapers and magazines, such as the Wall Street Journal,
Business Week, Fortune, and Kapital etc..
If you want to reach me, please use my email address in order to get prompt reply.
Any messages, posted on itslearning by you, may take time for me reply.
COURSE DESCRIPTION:
This course covers briefly the concepts, activities, and techniques related to the
planning and coordination of marketing functions, marketing policies, and the
analysis of marketing administration. Since the students are expected to have the
principles of marketing mastered, this course will help them develop skills of
application of marketing management.
COURSE OBJECTIVES:
1. Develop the ability to apply the basic concepts and issues in marketing, including the
creation of value through the integrated production and distribution of goods and services
and the global, political, economic, legal, and regulatory context for business;
2. Mastering a working marketing vocabulary such that you are better able to understand,
discuss and apply marketing concepts in business setting;
3. Develop an appreciation for the inherently strategic nature of contemporary marketing
and for the role marketing plays in business strategy and performance;
4. Enhance your understanding and application of what marketing managers actually do on
a day-to-day basis by taking on the role of marketing manager for an existing
product/service;
5. Strengthen your ability to apply, justify and support your decisions through information
acquisition and management;
6. Extend your ability to write clearly, listen carefully, and report information in a
professional and effective manner;
7. Learn how to effectively work with others with an understanding of individual and group
dynamics in organizations;
8. Strengthen your appreciation for how marketing relates to complementary business
functions (e.g., human resource management, accounting, production, etc); and

BUS 5205 Fall 2015

Gulberk GULTEKIN SALMAN

9. Understand the ethical and social responsibilities of marketing management in

organizations and society. SKILLS YOU ARE EXPECTED TO BRING INTO THIS COURSE:

1. Written and oral communication skills necessary for achieving graduate status;
2. General understanding of the business and economic environment, finance,
accounting, statistics, and information technology;
3. Ability to analyze and use library materials, reference resources, and research
reports; and
4. Teamwork skills.
POLICIES:
INSTRUCTIONAL METHODOLOGY:

1.
2.
3.
4.
5.

Professional lectures;
Discussion of assignments;;
Classroom participation; and
Individual Project
Midterm and final exams.

ATTENDANCE: You are expected to not only attend, but to actively contribute to the

learning experience of the class. Poor attendance can significantly hurt your
understanding of the material. Unfortunately, since this is a distance learning course
and the students could follow the course later. It is always more enjoyable, satisfying,
stimulating and challenging to be present and follow the meeting live.
REPORTS: All assignments must be computer generated (double-spaced, 12 pt. font,

with one-inch margin on all sides). Correct grammar, spelling, sentence structure,
and word selection are required. If you need any assistance, please contact the
Writing Center at the Social Sciences Institute. The center offers a developmental
and word processing experts.
ACADEMIC HONESTY: Submission of any work for a grade for which unauthorized help

has been received is termed academic dishonesty and will be grounds for a failing
grade in the course. "Unauthorized" is a term used here to designate stealing,
copying (with or without permission), and collaboration with other individuals or
sharing programming code outside of sanctioned group activities. Students are
strongly encouraged to refer to the BU student handbook for policies related to
academic dishonesty. All works will be uploaded to TURNITIN, and plagiarism will
be checked before the grades are granted. Failure to submit work that is original will
be highly penalized, any work with higher than %30 plagiarism will receive 0 credit.

BUS 5205 Fall 2015

Gulberk GULTEKIN SALMAN

REQUIREMENTS

1-EXAMINATIONS
There are two examinations based on the textbook, class lecture material, and the
marketing plan project. You are responsible for all assigned reading, even if the
instructor does not cover it in class. No make-up exams are given. To prepare for the
exams, take an action-oriented and repetitive approach (outline chapters as you
read; rewrite major concepts as you study). Exams are graded for level of quality in
responses, including the use of appropriate marketing language and relevant
practical example
1- MIDTERM - CASE REPORT
It has been realized that students do not have the confidence, ability or experience
to analyze complex strategic marketing cases after taking the initial courses of
marketing. It is far more important to apply the skills by analyzing cases for which
traditional marketing principles can be applied. So, the book provides 25 cases in
Section 4 organized in six groups: market opportunity analysis, product strategy,
promotion strategy, distribution strategy, pricing strategy and social and ethical
issues in marketing management.
The Written report
In order to analyze the case adequately, students are accepted to follow Section 2
and 3 of the course book and the written report should follow the outline provided
on pages 228-230.
Since the structure of the written will vary by the type of case analyzed, the purpose
of the Section 2 is not to present a one and only way of writing up a case, it is to
present some useful generalizations to aid analysts in case write-ups.
A good written report starts with an outline that organizes the structure of the
analysis in a logical manner.
34 cases will be from the book, 7 cases are from HBR. I have assigned you a case
already, but if students want to exchange cases, you are more than welcome.
However, please let me know if you do exchange cases. I need to hear from both
parties agreeing to this exchange.
The following is a general outline for a marketing case report:
I.
Title Page
II.
Table of Contents
III.
Executive Summary
IV.
Situation Analysis
A. Environment
1.
Economic conditions and trends
2.
Cultural and social values and trends
3.
Political and legal issues
4.
Summary of environmental opportunities and threats
5.
Implications for strategy development
B.
Industry
1.
Classification and definition of industry
2.
Analysis of existing competitors
3.
Analysis of potential new entrants
4.
Analysis of substitute products
5.
Analysis of suppliers
6.
Analysis of buyers
7.
Summary of industry opportunities and threats

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V.

VI.

VII.

VIII.
IX.

8.
Implications for strategy development
C.
Organization
1.
Objectives and constraints
2.
Financial condition
3.
Management philosophy
4.
Organizational structure
5.
Organizational culture
6.
Summary of the firms strengths and weaknesses
7.
Implications for strategy development
D. Marketing Strategy
1.
Objectives and constraints
2.
Analysis of sales, profits and market share
3.
Analysis of target market(s)
4.
Analysis of marketing mix variables
5.
Summary of marketing strategys strengths and weaknesses
6.
Implications for strategy development
Problems Found in Situation Analysis
A. Statement of primary problem(s)
1.
Evidence of problem(s)
2.
Effects of problem(s)
B.
Statement of secondary problem(s)
1.
Evidence of problem(s)
2.
Effects of problem(s)
Strategic Alternatives for Solving Problems
A. Description of strategic alternative 1
1.
Benefits of alternative 1
2.
Costs of alternative 1
B.
Description of strategic alternative 2
1.
Benefits of alternative 2
2.
Costs of alternative 2
C.
Description of strategic alternative 3
1.
Benefits of alternative 3
2.
Costs of alternative 3
Selection of Strategic Alternative and Implementation
A. Statement of selected strategy
B.
Justification for selection of strategy
C.
Description of implementation of strategy
Summary
Appendices
A. Financial analysis
B.
Technical analysis

Writing the case report entails filling out the details of the outline in prose form.
Bear in mind that not all cases would involve all topics, and different headings may
be required in order to analyze the case. Like any other skill, it takes practice to
determine the appropriate headings and approach for writing particular cases.
However, logic of flow is crucial in a clearly written report where it is based on solid
situation analysis, and demonstration of sound strategic thinking. Students can
always get advice from the instructor on how to proceed to situations where the
outline provided to not apply in their cases.

BUS 5205 Fall 2015

Gulberk GULTEKIN SALMAN

2- FINAL EXAM
You will physically need to be present for the final exam in Bahcesehir University
campus, thus it is required that a final exam should be given to the students. Final
exam will include all material covered in class. It will be an open book, open notes
exam so students will be allowed to use all materials provided.

2- REQUIRED ASSIGNMENT
Personal Marketing Plan: The Brand Called You
You will be developing a written marketing strategy designed to facilitate your
reflective thinking, professional development and career strategy. This project
focuses on your professional goals, by developing your own marketing strategy for
securing a new position or advancing your career.

I.
II.
III.
IV.
fit?)

V.
VI.

DEVELOPING YOUR MARKETING STRATEGY

Introduction (how paper is organized, why assignment is important to you)
Situation Analysis (significant life events, accomplishments, SWOT of self)
Objectives (To have a job in six months To make $65,000 a year To work
in Atlanta, GA To enjoy my co-workers)
Target Market (What position and new experiences am I seeking? Where do I
Profession type
Skills and interests required by position
Industry and organization type
Corporate culture and people factor (independence, structure)
Positioning and Core Strategy description (unique characteristics that
differentiate you from competitors; your brand statement)
Marketing Mix chart (improvements on product to reach target market, then
place, price, promotion tactics)
A. Product (Who am I? What makes me different?)
Likes and dislikes
Strengths and weaknesses
Features and benefits
Product positioning (relative to colleagues and competition)
Expertise, credibility, trustworthiness
Degrees, work experience, leadership activities, memberships
B. Price (what is my value to an employing organization? How much can I be
compensated? How much do I want or need?)
Salary and total compensation package
Brand value and equity
Negotiations with the prospective employer
Relative product quality and relationship to compensation package
Psychological and social rewards
C. Promotion (How do I enhance my visibility? How will I communicate with
potential employers?)
Persistence and motivation
Resume
Networking
New projects and connections

BUS 5205 Fall 2015

Gulberk GULTEKIN SALMAN

VII.

D. Distribution/Place (Where can I find this position? Where do I want to be?

Where will I be happiest?)
Geographical location
City or Suburb
Type of place large corporation, own business, etc
Action plan (timeline) and any Appendices (resume, cover letter, portfolio)

These are basic guidelines for your marketing strategy. I encourage you to be
creative and use this process to develop your unique plan for reaching career goals.
MAKE-UP AND LATE WORK POLICY: Be sure to allow adequate time to solve
unanticipated problems with respect to deadlines. Submissions turned in late
during class or within 24 hours of the deadline will receive half credit.
Submissions more than 24 hours late will not be accepted. Exceptions to this
policy may be granted for emergencies.

GROUP PROJECT
Depending on your communication and willingness,
group project can also be assigned. This will be an issue I
would love to hear from you.
GRADE EVALUATION:
Individual Marketing Plan (Individual)
Midterm
Final
TOTAL:

BUS 5205 Fall 2015

30%
30%
40%
100%

Gulberk GULTEKIN SALMAN

COURSE OUTLINE
WEEK

Sept.28th

LECTURES

Oct.7th

Introduction
Chapter 1
Chapter 2

Oct.14th

Chapters 3

Oct. 21st

Chapter 4

Oct.28th

NO CLASS HAPPY REPUBLICAN DAY

Nov.4th

Chapter 5

Nov. 11th

Chapter 6

Nov.18th

Chapter 7

Nov.25th

Chapter 8

Dec.2nd

Chapter 9

Dec.5th

LAST DAY TO WITHDRAW FROM THIS AND OTHER COURSES

Dec.9th

Chapter 10

Dec.16th
Dec.23rd

Chapter 11
Chapter 12

Dec.30th

Chapter13

Jan.6th

QUESTIONS&ANSWERS FOR FINAL EXAM AND AN EVALUTION OF THE

TERM

????????

FINAL EXAM to be announced by the academic planning

DUE: WRITTEN REPORT FOR STRATEGIC MARKETING PLAN
DUE: WRITTEN REPORT FOR INDIVIDUAL MARKETING PLAN

BUS 5205 Fall 2015

Gulberk GULTEKIN SALMAN

BOOK
Group A
CASE 1
Group A
CASE 2
Group A
CASE 3
Group A
CASE 4
Group A
CASE 5
Group A
CASE 6
Group B
CASE 7
Group B
CASE 8
Group B
CASE 9
Group B
CASE 10
Group B
CASE 11
Group C
CASE 12
Group C
CASE 13
Group C
CASE 14
Group D
CASE 15
Group D
CASE 16
Group D
CASE 17
Group D
CASE 18
Group D
CASE 19
Group E
CASE 20
Group E
CASE 21
Group E
CASE 22
Group F
CASE 23

CASE NAME

STUDENTS

McDonalds Corporation
AHMET EMRE KARAKU

Southwest Airlines
AYLA REROLU

South Delaware Coors, Inc.

BERVAN KARAKU UYANIK

Ruths Chris: the High Stakes of

International Expansion
Coach Inc.: Is its advantage in
Luxury Handbags Sustainable?
Panera Bread Company

BERK AHN
BORA OKYILMAZ
BURAK AYDIN

Starbucks
CAN ADIGZEL

Your Home is a Good Place, Inc.

CAN PEKCANLI

Easy Car.com
DEMET AKSAKAL

The Lego Group: Building

Strategy
The Launch of the Sony
PlayStation
Mountain Dew: Selecting New
Creative
Red Bull

DEVRM UMUT YILMAZ

EGEHAN GR
EMRAH LAFI
ENGN DEMRKAZIK

Hips Feel Good- Doves

Campaign for Real Beauty
IKEAs Global Strategy:
Furnishing the World
Pets.com: Rise and Decline of a
Pet Supply Retailer
organicKidz: Marketing Stategy

ERSEL PEKEN
ESRA AYDN
EVRM UYAR
GZEM CAN

The Challenges Facing eBay in

2008: Time for a Change in
Strategy
Wal-Mart Stores Inc.in 2008:
Managements Initiatives to
Transform the Company and
Curtail Wal-Mart Bashing
Schwinn Bicycles

GKALP HARMAN

GRKEM GRBZ
GRKEM TURHAN

Cowgirl Chocolates
HAK ARDA GKALP AYTA

Clearwater Technologies
HALUK ACAR

E.&J. Gallo Winery

BUS 5205 Fall 2015

IRMAK SEVER

Gulberk GULTEKIN SALMAN

Group F
CASE 24
Section 5
CASE 1
Section 5
CASE 2
Section 5
CASE 3
Section 5
CASE 4
Section 5
CASE 5
Section 5
CASE 6
Section 5
CASE 7
Section 5
CASE 8
Section 5
CASE 9
Section 5
CASE 10

Abercrombie & Fitch: An Upscale

Sporting Goods Retailer Becomes
NAN SERHAN TEKN
a Leader in Trendy Apparel
Yum! Brands, Pizza Hut, and KFC
KERM MEMNUN

Apple Inc.in 2010

MEHMET CAN GNEN

EMR Innovations
MEHMET OZAN ERTURUL

Gap Inc.in 2010: Is the

MER OKTAR
Turnaround Strategy Working?
Harley-Davidson, Inc.
MUSTAFA ELDE
Motorcycle Division
PepsiCos Diversification Strategy
MGE SEYMEN
in 2008
Expresso Espresso
MJDAT EKER

Respironics, Incorporated: Take a

Deep Breath
Research in Motion Entering a
New Era
Dell Inc.in 2008: Can it Overtake
Hewlwtt-Packerd as the
Worldwide Leader in Personal
Computers
Eli Lilly: Developing Cymbalta

NAC GVENGEZ
ORUN KAHYAOLU

MER UYANIK
SERAP KILI

Cisco Systems: Managing the GoSERKAN CHAN

to Market Evolution
Cola Wars Continue: Coke &
TUCAN ZER
Pepsi in 2006
Zara: IT for Fast Fashion
TUE ALCIIR
Fashion Channel

YAVUZ SNAN LER

Clean Edge Razor: Splitting Hairs

YEM EKC
in Product Positioning
Snapple
ZEYNEP KAFKAS

BUS 5205 Fall 2015

Gulberk GULTEKIN SALMAN