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WEEK LECTURES CASES
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20/09Defining Marketing for the 21st Century
Form your case groups and inform Res. Assist. F. Hilal Ergen Keleş about which dates you would like to choose!!! Otherwise, we will do it on your behalf and you won’t be able to change it.
2
27/09Gathering Information and Scanning the Environment
Conducting Marketing Research and Forecasting Demand
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04/10 Analyzing Consumer and Business Markets Case 1 – SAT&CO
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11/10 Dealing with the Competition
Developing Marketing Strategies and Plans Case 2 – Cola Wars
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18/10 Identifying Market Segments and Targets
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25/10 Brand Management Case 3 - Heineken N.V.: Global Branding
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01/11 Midterm
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08/11 Term Break
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15/11 Setting Product Strategy Case 4 - Apple Case 5 - Marvel Enterprise
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22/11 Developing Pricing Strategies and Programs Case 6 – Starbucks Case 7 - Google
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29/11 Distribution - Retailing, Wholesaling and Logistics Case 8 – 7/Eleven Case 9 - Zara
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06/12 Integrated Marketing Communications:
Advertising, Sales Promotions, Events, Public Relations
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13/12 Integrated Marketing Communications: New Media Case 10 - Adidas
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20/12 Final Project Presentations
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27/12 Final Project Presentations |