Business Administration | |||||
Bachelor | Length of the Programme: 4 | Number of Credits: 240 | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF: Level 6 |
School/Faculty/Institute | Faculty of Econ., Admin. 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 |
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Estimated Student Workload | 107 hours per semester | ||||
Number of Credits | 5 ECTS | ||||
Grading Mode | Standard Letter Grade | ||||
Pre-requisites |
MKTG 201 - Marketing |
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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 CompetencesUpon 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 |
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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 |
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 | |
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 | Project |
3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | H | Project |
4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | H | Project |
5) | Demonstrates individual and professional ethical behavior and social responsibility | S | Project |
6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | S | Project |
7) | Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | H | Project |
8) | Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | S | Project |
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 | S | Project |
Prepared by and Date | , |
Course Coordinator | CEYHAN MUTLU |
Semester | Fall |
Name of Instructor | Asst. Prof. Dr. RÜYA YÜKSEL |
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 |
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Course Administration |
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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 |