| School/Faculty/Institute |
Faculty of Economics, Administrative and Social Sciences |
| Course Code |
MKTG 344 |
| Course Title in English |
Entrepreneurial Marketing |
| Course Title in Turkish |
Girişimci Pazarlama |
| Language of Instruction |
EN |
| Type of Course |
Flipped Classroom |
| Level of Course |
Introductory |
| Semester |
Fall |
| Contact Hours per Week |
| Lecture: 3 |
Recitation: |
Lab: |
Other: |
|
| Estimated Student Workload |
107 hours per semester |
| Number of Credits |
5 ECTS |
| Grading Mode |
Standard Letter Grade
|
| Pre-requisites |
MKTG 201 - Marketing
|
| Co-requisites |
None |
| Expected Prior Knowledge |
Introduction to Marketing |
| Registration Restrictions |
Only undergraduate students |
| Overall Educational Objective |
To come up with an innovative idea, whether a new market or product, and learn how to reach the right target audience and manage the marketing process. |
| Course Description |
Despite the richness of resources available, most start-up or business ideas fail before they reach a profitable stage. In consideration of this, the module is designed to highlight the possible contemporary issues, challenges, and opportunities that entrepreneurs and small businesses (both B2B and B2C) might face. The class material will focus on tools and techniques to create, manage, and sustain successful business ideas by discussing different marketing platforms, what those offer and what route to pursue.
It aims to engage students in a highly dynamic class environment where they are expected to exchange ideas and take part in round table discussions. A combination of reading materials, videos and case studies will be shared with students as well as they will also be expected to bring in such material to the class.
Instead of the traditional lecturing style, the classes will be facilitated by the instructor and evolve around round table discussions where everyone is encouraged to share and discuss their opinions. Please note, this class is not designed as a general entrepreneurial module but focuses on solely marketing perspective.
|
Course Learning Outcomes and Competences
Upon successful completion of the course, the learner is expected to be able to:
1) Girişimciliğin sınırlamaları ve fırsatları içerisinde pazarlamanın rolünü anlamak
2) Articulate on the vision, mission, core values, and on how to come up with strategic marketing actions for each step
3) Actively engage in discussions on entrepreneurial marketing
4) Come up with strategic marketing solutions specific for SMEs, start ups, and ventures
|
| Program Learning Outcomes/Course Learning Outcomes |
1 |
2 |
3 |
4 |
| 1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences |
|
|
|
|
| 2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors |
|
|
|
|
| 3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects |
|
|
|
|
| 4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability |
|
|
|
|
| 5) Demonstrates individual and professional ethical behavior and social responsibility |
|
|
|
|
| 6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues |
|
|
|
|
| 7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions |
|
|
|
|
| 8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting |
|
|
|
|
| 9) Displays computer proficiency to support problem solving and decision-making |
|
|
|
|
| 10) Demonstrates teamwork, leadership, and entrepreneurial skills |
|
|
|
|
| 11) Displays learning skills necessary for further study with a high degree of autonomy |
|
|
|
|
Relation to Program Outcomes and Competences
| N None |
S Supportive |
H Highly Related |
| |
|
|
| |
Program Outcomes and Competences |
Level |
Assessed by |
| 1) |
Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences |
S |
Participation
|
| 2) |
Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors |
S |
Participation
|
| 3) |
Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects |
S |
Participation
|
| 4) |
Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability |
S |
Participation
|
| 5) |
Demonstrates individual and professional ethical behavior and social responsibility |
S |
Lab
|
| 6) |
Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues |
S |
Participation
|
| 7) |
Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions |
S |
Participation
|
| 8) |
Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting |
N |
|
| 9) |
Displays computer proficiency to support problem solving and decision-making |
N |
|
| 10) |
Demonstrates teamwork, leadership, and entrepreneurial skills |
H |
Project
|
| 11) |
Displays learning skills necessary for further study with a high degree of autonomy |
H |
Project
|
| Prepared by and Date |
RÜYA YÜKSEL , October 2023 |
| Course Coordinator |
CEYHAN MUTLU |
| Semester |
Fall |
| Name of Instructor |
Asst. Prof. Dr. RÜYA YÜKSEL |
Course Contents
| Week |
Subject |
| 1) |
Introduction |
| 2) |
Idea Development |
| 3) |
Making strategic decisions in competitive markets |
| 4) |
Understanding Consumer Behaviour |
| 5) |
Market & Marketing Research |
| 6) |
Marketing Strategy |
| 7) |
Marketing Strategy |
| 8) |
Integrated Marketing Communications |
| 9) |
Midterm Assessment |
| 10) |
Marketing Plan |
| 11) |
Major roadblocks that companies face |
| 12) |
Assessment Workshop |
| 13) |
Assessment Workshop |
| 14) |
Assessment Workshop |
| 15) |
Final Examination Period |
| 16) |
Final Examination Period |
| Required/Recommended Readings | Recommended Book & E-book:
Marvel, M. R. Encyclopaedia of New Venture Management
Smith, D. J & VanderWerf, B. A. Marketing Research for Small Business: An Efficient and Effective Functional Approach
Sethna, Z., Jones, R. & Harrigan, P. Entrepreneurial Marketing: Global Perspectives
Recommended other readings (mostly articles)
Pandeya, T. Entrepreneurial Marketing: Prospects and Challenges
Simpson, M; Padmore, J., Taylor, N. & Frecknall- Hughes, J. Marketing small and medium size enterprises
Elias, R., Reis, L., Delfino, T. & Fernandes, J. Entrepreneurial strategies for the Female Sector: Leveraging Instagram Sales During the Pandemic
Onyemah, V., Pesquera, M. R. and Ali, A. What Entrepreneurs Get Wrong
Dawar, N. When Marketing is Strategy
https://www.carminegallo.com
|
| Teaching Methods | The instructor will explain the key concepts regarding each week’s topic. Students are expected to actively participate in class “round-table” discussions which is part of module assessment. With videos, case studies, and real-life examples each lecture, the students will have the chance to expand their perspectives on marketing concepts.
Students are expected to share their opinions, ideas, and questions in class. |
| Homework and Projects | Students will have 3 parts of assessment for this module: in-class discussions/participation, presentation, and the final project. Through these three, the students are expected to increase their self-awareness, enhance their learning and be able to bring their talents into real life.
Active in-class participation- 10% (Individual component)
Taking an active part in discussing the concepts and themes that will be covered that week and integrating all that we have learnt up to that point. This will also often include analysing case studies and videos. A few important things to know:
Active participation is not just agreeing what the others have already said but you need to elaborate and defend your ideas.
Attending the class is not the same as active participation.
Each week you will get 1 point depending on your active involvement- may not seem much but it can mean +10 points by the end of the semester.
*Weeks 9,12,13,14 you will not be graded for participation as those weeks involve the rest of your assessments hence you will be expected to attend.
Midterm Assessment, Presentation - 30% (Group component)
Students will be asked to get into groups (the number of students for each group will be as equal as possible by the number students). The groups will be given real life start-up, SME business cases to study, research and analyse. Each group then will be expected to present and debate on their findings.
Throughout the whole presentation/ debate session, the instructor will take a moderator role to allow the students share ideas and constructively criticise to encourage learning from each other. This part of the module assessment is important where students will exchange ideas on real-life cases hence it will enable to create an interactive learning environment.
Each group will be required to submit 1 presentation on the system by the given deadline.
Final Project, Written project- 60% (Individual component)
Written assessment that will be submitted by the end of the 3-week workshop, at the end of the semester. Each student will be required to submit their project on the system by the given deadline.
Further details will be provided in advance by the instructor.
|
| Laboratory Work | None |
| Computer Use | Personal laptop |
| Other Activities | None |
| Assessment Methods |
| Assessment Tools |
Count |
Weight |
| Attendance |
1 |
% 10 |
| Presentation |
1 |
% 30 |
| Project |
1 |
% 60 |
| TOTAL |
% 100 |
|
| Course Administration |
yukselzeh@mef.edu.tr
In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities.
Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail.
As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues.
Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation.
|