| MARKETING (ENGLISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ENI5013 | Starting Up an Innovative Business | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | |
| Course Coordinator : | HANDE SAĞLAM |
| Course Lecturer(s): |
Dr. Öğr. Üyesi ÖZAY ÖZAYDIN Dr. Öğr. Üyesi MUHTEREM ŞEBNEM ENSARİ |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course aims at explore the various ways you can organize your business and meet governmental requirements. |
|
The students who have succeeded in this course; To develop critical insights into the process of creating and launching successful new ventures. To learn how to research, identify and assess potential business opportunities. |
| Discover how to complete a market study and identify potential customers. Then develop an initial marketing plan. |
| Week | Subject | Related Preparation |
| 1) | What Makes a Good Entrepreneur? | Reading |
| 2) | Organizational Structure | Reading |
| 3) | Picking Your Target Market and How You Will Reach Them | Reading |
| 4) | Product and Price Strategy | Reading |
| 5) | Funding Sources, Choosing a Location, and Hiring Staff | Reading |
| 6) | Learn strategies to attract customers and keep them coming back. | Reading |
| 7) | Midterm Exam | Reading |
| 8) | Legal Considerations for Startups | Reading |
| 9) | Strategic Planning | Reading |
| 10) | Emerging distribution channels for the entrepreneur | Reading |
| 11) | Assessing Business Performance | Reading |
| 12) | Social Media and the Digital World in innovative business plan | Reading |
| 13) | Presentation Skills Workshop | Reading |
| 14) | Business Plan Presentations | Reading |
| Course Notes / Textbooks: | Entrepreneur’s Toolkit (ET): Tools and Techniques to Launch and Grow Your Business, various authors, Harvard Business Press Books. |
| References: | Marketer’s Toolkit: The 10 Strategies You Need to Succeed, various authors, Harvard Business Press Books |
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 1 | % 30 |
| Midterms | 1 | % 25 |
| Final | 1 | % 45 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 55 | |
| PERCENTAGE OF FINAL WORK | % 45 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Application | 13 | 7 | 91 |
| Study Hours Out of Class | 11 | 3 | 33 |
| Presentations / Seminar | 1 | 3 | 3 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 175 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Identify core concepts of marketing and the role of marketing in business and society. | |
| 1) | Ability to collect, process, and analyze consumer data to make informed marketing decisions | |
| 2) | Knowledge of social, legal, ethical and technological forces on marketing decision-making. | |
| 3) | Ability to create an integrated marketing communications plan which includes promotional strategies and measures of effectiveness. | |
| 4) | Ability to communicate the unique marketing mixes and selling propositions for specific product offerings. | |
| 5) | Ability to construct written sales plans and a professional interactive oral sales presentation. | |
| 6) | Ability to formulate marketing strategies that incorporate psychological and sociological factors which influence consumers. | |
| 8) | Ability to analyze marketing problems and provide solutions based on a critical examination of marketing information. |