ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ENM5223 | Business Management and Entrepreneurship | Spring |
3 | 0 | 3 | 12 |
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: | Non-Departmental Elective |
Course Level: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Face to face |
Course Coordinator : | Dr. Öğr. Üyesi BERNA BEYHAN BOZKIRLIOĞLU |
Course Lecturer(s): |
Instructor ÖZLEM KANGA |
Recommended Optional Program Components: | None |
Course Objectives: | This course is designed to lead the student to understand the importance and the nature of entrepreneurship process and the link between innovation and entrepreneurship. In this course, the aim is to discuss the theories and the practice of new venture creation. This course focuses on technology entrepreneurship and management of new technology-based venture formation process from the very beginning which is discovering opportunities. The students will deal with each step of entrepreneurship, such as strategy development, planning, marketing, production, organization, financial planning, acquiring resources and managing resources. |
The students who have succeeded in this course; After finished this course students are expected to be able to * understand the process of creating innovations and their link to entrepreneurship process * recognize and evaluate entrepreneurial opportunities * understand the venture formation process including team formation, organization, acquiring and managing resources * understand how a technological entrepreneurship process can be managed |
Introduction to entrepreneurship Crafting and entrepreneurial strategy; entrepreneurial mind Entrepreneurial process; from idea to opportunity Creating an innovation strategy Business model; business concept; business plan Venture formation Product design, development, marketing and sales Entrepreneurial resources; finding and acquiring resources; managing resources Entrepreneurial team Preparing a financial plan; profit and harvest; risk and returns Sources of capital; negotiations and deals |
Week | Subject | Related Preparation |
1) | Introduction to the concept of entrepreneurship | None |
2) | Crafting and entrepreneurial strategy; entrepreneurial mind and characteristics of an entrepreneur. | Reading Chapter 1 in the text book |
3) | Entrepreneurial process; creating/discovering an entrepreneurial opportunity; from business idea to entrepreneurial opportunity | Reading Chapter 2-3 from the text book. |
4) | Creating a competitive strategy and innovation strategy | Reading Chapter 4-5 in the text book |
5) | Preparing business model, business model canvas and business plan | Reading Chapter 6 in the text book Reading Chapter 10 in the reference book. |
6) | Venture formation process; product design, development; marketing and sales | Reading Chapter 8-9 in the etxt book |
7) | Entrepreneurial resources; finding and acquiring resources; managing entrepreneurial resources | Reading Chapter 11 and 13 in the text book |
8) | Midterm exam | Preparation for midterm exam |
9) | Entrepreneurial team; organization and creativity | Reading Chapter 12 in the text book. Reading Chapter 12 in the reference book |
10) | Preparing a financial plan, profit and harvest; risk and returns | Reading Chapters 7,16, 17 in the text book |
11) | Sources of capital; negotiations and deals with investors | Reading Chapter 18-19 in the text book |
12) | Understading the life cycle of a new venture, stages of growth, leading a new venture to success | Reading Chapter 20 in the text book Reading Chapter 22 in the reference book |
13) | Course project presentations | Preparation for the presentations |
14) | Course project presentations | Preparation for the presentations |
Course Notes / Textbooks: | Technology Ventures: From Idea to Enterprise, 4th Edition, 2014, Thomas H. Byers, Richard C. Dorf & Andrew J. Nelson, McGraw Hill Education. |
References: | 1-New Venture Creation: Entrepreneurship for the 21st century, 8th Edition, 2008, Jeffry A. Timmons & Stephen Spinelli, McGraw Hill Education. |
Semester Requirements | Number of Activities | Level of Contribution |
Presentation | 1 | % 5 |
Project | 1 | % 20 |
Midterms | 1 | % 30 |
Final | 1 | % 45 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 35 | |
PERCENTAGE OF FINAL WORK | % 65 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Study Hours Out of Class | 12 | 6 | 72 |
Project | 1 | 20 | 20 |
Midterms | 1 | 2 | 2 |
Paper Submission | 1 | 10 | 10 |
Final | 1 | 2 | 2 |
Total Workload | 148 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy. | 2 |
2) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. | 2 |
3) | To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency. | 2 |
4) | To be able to analyze primary and secondary research data for a variety of products and services. | 2 |
5) | To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace. | 2 |
6) | To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1) | 2 |
7) | To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field. | 3 |
8) | To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures. | 2 |
9) | To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies. | 2 |
10) | To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace. | 2 |
11) | To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level) | 2 |
12) | To be able to identify and meet the demands of learning requirements. | 2 |
13) | To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. | 2 |