“Marketing makes or breaks a business,” many experts claim. Strong marketing strategy is about driving profitable growth. What are the ideas behind the modern approach to marketing, and what are the processes and decisions that will help a manager develop a successful marketing plan? “Strategic Marketing” workshop is designed for managers and executives to develop their skills in understanding how to critically approach to marketing-related issues. The goal of the program is to sharpen the participants’ marketing skills, with an emphasis on developing, managing, and evaluating marketing activities which include (1) assessing 3C’s (company, customers, and competitors), (2) segmenting current and potential customers, and (3) developing plans for winning marketing strategy (product positioning, pricing, distribution, promotion/advertising). The course represents the blend of lectures and active learning methods, where students are engaged in active discussion and practicing exercises in certain topics to apply theoretical knowledge.

Assistant Professor

PhD, Koç University

Mustafa Karatas received his Ph.D. in Business Administration with concentration in Marketing from Koç University (Turkey). Dr. Karatas’s research interests and expertise are in consumer psychology and decision making. His past and ongoing research explores consumer decisions and effectiveness of marketing communications in a variety of contexts including sustainability and green consumption, charity giving, product bundle evaluation, foreign language processing, and preference for automated/AI over human marketing agents. His teaching interests include Marketing Management, Marketing Research, and Consumer Behavior.