PUBLIC RELATIONS AND PUBLICITY | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
BA4220 | Entrepreneurship & Managing Innovation | Fall | 3 | 0 | 3 | 6 |
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: | Hybrid |
Course Coordinator : | Prof. Dr. ELİF OKAN |
Course Lecturer(s): |
Prof. Dr. İPEK ALTINBAŞAK FARİNA |
Recommended Optional Program Components: | Not Available |
Course Objectives: | Learning Working in Groups This course gives students the tools they need to improve their odds of making a product people want/ the steps of founding an innovative business. |
The students who have succeeded in this course; Students will learn: •On successful completion of this module a student will be able to: •Critically evaluate various conceptualisations of entrepreneurship and demonstrate an awareness of the ideological nature of entrepreneurship. •Identify and critically reflect on their own personal entrepreneurial attributes and key competencies. •Demonstrate an ability to engage effectively into a process of creating, appraising and presenting entrepreneurial ideas in different contexts. |
Bu ders, yenilikçi bir ürün/hizmet geliştirerek başarılı bir girişimin nasıl oluşturulacağı ve mevcut bir şirketin yenilikçi bir organizasyona nasıl dönüştürüleceği ile ilgili gerekli bilgileri sağlar. Bu modül, GİRİŞİMCİLİK ÇALIŞMALARI VE PARADOKSLARI İLE İLGİLİ BİR ANLAYIŞ SAĞLAMAK için tasarlanmıştır. ÖĞRENCİLERİN GİRİŞİMCİ ZİHİN SETLERİNİ TEŞVİK EDEREK POTANSİYELİ EN ÜST DÜZEYE ÇIKARMAYA ÇALIŞMAYI AMAÇLAMAKTADIR. |
Week | Subject | Related Preparation |
1) | i. Introductions, review, expectations ii. Innovation vs Invention iii. Dimensions and levels of ınnovation iv. Strategy for Innovation - Peter Drucker | None |
2) | i. Innovative cultures ii. Global innovative index iii. GII rankings and trends iv. Discussion on the case Airbnb - Understanding why innovation is a strategy, how to begin | Reading |
3) | i. The Lean Startup by Eric Ries ii. Vision, Mission, Values, why they care? iii. Cases - Intuit & Snaptax & IMVU - Understanding visions, how road map designed, how structured iv. Elevator Speech v. Business Model Canvas for Startups | Reading |
4) | Student presentation for 2 dream startups and class discussion Detailed discussion on the Case “YemekSepeti” Discussion on the Business Model Canvas of Amazon | Write down the Elevator Speech your dream startup and draw the detailed BMC? or for “YemekSepeti” |
5) | i. Strategy Under Uncertainty ii. Consumption Chains iii. How to validate the idea into a workable framework? iv. Introduction to Ian McMillan’s Discovery Driven Planning approach | Read: Chapter1 The Lean Startup |
6) | Ara SINAV ; WeWork Vakası Üzerine | None |
7) | Quiz: Explain Build-Measure-Learn feedback loop, pivots and leaf of faith assumptions? i. Framing the scope and building the major financials ii. Analysizing the Consumer Consumption Chain for the project | Read. Chapter 2 The Lean Startup |
8) | Quiz; 6 disciplines of DDP i. Disciplines of Discovery Driven Planning ii. Analysis of Japan Oak Cooperation Case | Read : Putting Discovery-Driven Planning to Work article of Ian McMillan, Harvard Business Press |
9) | i .History of Lean in Manufacturing ii. Lean Manufacturing Principles, how these 9 principles used in production Examples of Lean Principles from Toyota Cooperation | Read: Chapter3 The Lean StartUp |
10) | How to accelerate startups How to grow startups How to create an innovation culture in companies | None |
11) | Class discussion on IMVU case study of Stanford Graduate School i. How to rapid the matured startups, risks in this phases ii. When and how to attract offers from capital ventures to pump the growth | None |
12) | Class discussion on DDP case Understanding how to frame problem areas in a clever idea, and how to approach without a major investment requirement, building the team | None |
13) | Wrap up Must be dones before going to any investment angel How to convince even if you just have a dream and mapping of the future | None |
14) | Final exam |
Course Notes / Textbooks: | 1. The ABCs of Entrepreneurship: Entrepreneurial Professors From the World's Top Business Schools on the Fundamentals All Business Professionals Should Know About Entrepreneurship Inside the Minds Staff, John Sibley Butler, Paul J. Magelli Sr. 3. The Spirit of Entrepreneurship: Exploring the Essence of Entrepreneurship Through Personal Stories, Nandram S.S., Samsom K.J. 4. Pioneers in Entrepreneurship and Small Business Research, H. Landstrom 5. Entrepreneurship In The United States: Future is Now , Paul D. Reynolds 6. Innovation And Entrepreneurship (Powertalk, Resumido), Peter Drucker 7. Entrepreneurship and Innovations in E-business: An Integrative Perspective, Fang Zhao 8. Innovation, Entrepreneurship and Culture: The Interaction Between Technology, Progress and Economic Growth Terrence E. Brown, Jan Ulijn 9. Sustainable Innovation and Entrepreneurship Rolf Wustenhagen, Jost Hamschmidt, Sanjay Sharma, Mark Starik 10. Innovating for Sustainability: Green Entrepreneurship in Personal Mobility (Routledge Studies in Innovation, Organization and Technology) Luca Berchicci |
References: | 1. The ABCs of Entrepreneurship: Entrepreneurial Professors From the World's Top Business Schools on the Fundamentals All Business Professionals Should Know About Entrepreneurship Inside the Minds Staff, John Sibley Butler, Paul J. Magelli Sr. 3. The Spirit of Entrepreneurship: Exploring the Essence of Entrepreneurship Through Personal Stories, Nandram S.S., Samsom K.J. 4. Pioneers in Entrepreneurship and Small Business Research, H. Landstrom 5. Entrepreneurship In The United States: Future is Now , Paul D. Reynolds 6. Innovation And Entrepreneurship (Powertalk, Resumido), Peter Drucker 7. Entrepreneurship and Innovations in E-business: An Integrative Perspective, Fang Zhao 8. Innovation, Entrepreneurship and Culture: The Interaction Between Technology, Progress and Economic Growth Terrence E. Brown, Jan Ulijn 9. Sustainable Innovation and Entrepreneurship Rolf Wustenhagen, Jost Hamschmidt, Sanjay Sharma, Mark Starik 10. Innovating for Sustainability: Green Entrepreneurship in Personal Mobility (Routledge Studies in Innovation, Organization and Technology) Luca Berchicci |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 15 |
Quizzes | 1 | % 20 |
Project | 1 | % 25 |
Final | 1 | % 40 |
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 |
Application | 14 | 3 | 42 |
Study Hours Out of Class | 14 | 3 | 42 |
Project | 1 | 14 | 14 |
Final | 1 | 2 | 2 |
Total Workload | 142 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media | |
2) | To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. | |
3) | To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. | |
4) | To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. | |
5) | To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. | |
6) | To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. | |
7) | To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. | |
8) | To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. | |
9) | To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. | |
10) | To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. | |
11) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. | |
12) | To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. | |
13) | To be able to explain and describe business marketing activities, economics, business law and global business practices. | |
14) | To be able to recognize national and international, social and cultural dimensions of public relations. |