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 Select
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
Expected Prior Knowledge None
Co-requisites None
Registration Restrictions None
Overall Educational Objective
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 Description in Turkish Mevcut kaynakların zenginliğine rağmen, çoğu start-up veya girişimci iş fikri kazançlı bir aşamaya ulaşmadan başarısız olur. Bunu göz önünde bulundurarak bu ders, girişimcilerin ve küçük işletmelerin (hem B2B hem de B2C) karşılaşabileceği olası güncel sorunları, zorlukları ve fırsatları öğretmek ve tartışmak için tasarlanmıştır. Ders materyali, farklı pazarlama platformlarını, bunların neler sunduğunu ve izlenecek yolları tartışarak başarılı iş fikirleri yaratmaya, yönetmeye ve sürdürmeye yönelik araçlara ve tekniklere odaklanacaktır. Öğrencilerin fikir alışverişinde bulunmalarının ve tartışmalara aktif katılmalarının beklendiği oldukça dinamik bir sınıf ortamına dahil etmeyi amaçlar. Okuma materyalleri, videolar ve case study çalışmalarından oluşan bir kombinasyon öğrencilerle paylaşılacak ve ayrıca bu tür materyalleri kendilerinin de paylaşmaları beklenecektir. Geleneksel ders verme/anlatma tarzı yerine ders eğitmen moderatörlügünde diyalog halinde, herkesin fikirlerini paylaşmaya ve tartışmaya teşvik edildiği yuvarlak masa tartışmaları etrafında gelişecektir. Lütfen unutmayın, bu ders genel bir girişimcilik modülü olarak tasarlanmamıştır, sadece pazarlama perspektifine odaklanmaktadır.

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) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology.
2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation.
3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes.
4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts.
5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline.
6) Internalization and dissemination of professional ethical standards.
7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences.
8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level).
9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity.
10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement.
11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses.
12) Ability to acquire knowledge independently, and to plan one’s own learning.
13) Demonstration of advanced competence in the clarity and composition of written work and presentations.

Relation to Program Outcomes and Competences

N None S Supportive H Highly Related
     
Program Outcomes and Competences Level Assessed by
1) Thorough knowledge of the major concepts, theoretical perspectives, empirical findings, and historical trends in psychology. N
2) Understanding of and ability to apply essential research methods in psychology, including research design, data analysis, and data interpretation. N
3) Competence to use critical and creative thinking, skeptical inquiry and a scientific approach to solving problems related to behavior and mental processes. H Exam,HW,Participation
4) Understanding and ability to apply psychological principles, skills and values in personal, social, and organizational contexts. N
5) Ability to weigh evidence, to tolerate ambiguity, and to reflect other values that underpin psychology as a discipline. N
6) Internalization and dissemination of professional ethical standards. N
7) Demonstration of competence in information technologies, and the ability to use computer and other technologies for purposes related to the pursuit of knowledge in psychology and the broader social sciences. N
8) Skills to communicate the knowledge of psychological science effectively, in a variety of formats, in both Turkish and in English (in English, at least CEFR B2 level). N
9) Recognition, understanding, and respect for the complexity of sociocultural and international diversity. S Participation
10) Recognition for the need for, and the skills to pursue, lifelong learning, inquiry, and self-improvement. S HW,Participation
11) Ability to formulate critical hypotheses based on psychological theory and literature, and design studies to test those hypotheses. N
12) Ability to acquire knowledge independently, and to plan one’s own learning. S Exam,HW
13) Demonstration of advanced competence in the clarity and composition of written work and presentations. H Exam,HW
Prepared by and Date ,
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
Teaching Methods
Homework and Projects
Laboratory Work
Computer Use
Other Activities
Assessment Methods
Assessment Tools Count Weight
Attendance 1 % 10
Presentation 1 % 30
Project 1 % 60
TOTAL % 100
Course Administration

ECTS Student Workload Estimation

Activity No/Weeks Hours Calculation
No/Weeks per Semester Preparing for the Activity Spent in the Activity Itself Completing the Activity Requirements
Course Hours 14 2 3 1 84
Presentations / Seminar 1 6 3 1 10
Project 1 3 9 1 13
Total Workload 107
Total Workload/25 4.3
ECTS 5