ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

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.

Basic information

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.

Learning Outcomes

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

Course Content

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

Weekly Detailed Course Contents

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

Sources

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.

Evaluation System

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

ECTS / Workload Table

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

Contribution of Learning Outcomes to Programme Outcomes

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