PAZ656 - ENTREPRENEURIAL MARKETING and SMES
| Course Name | Code | Semester | Theory (hours/week) |
Application (hours/week) |
Credit | ECTS |
|---|---|---|---|---|---|---|
| ENTREPRENEURIAL MARKETING and SMES | PAZ656 | 2nd Semester | 3 | 0 | 3 | 6 |
| Prequisites | None | |||||
| Course language | Turkish | |||||
| Course type | Elective | |||||
| Mode of Delivery | Face-to-Face | |||||
| Learning and teaching strategies | Lecture Case Study Project Design/Management | |||||
| Instructor (s) | Faculty Members of the Department | |||||
| Course objective | The aim of this course is to cover basic marketing information for Startups and SMEs, and theoretical and practical tools and techniques that Startups and SMEs can use. The topics to be covered during the course will include the characteristics of startups and SMEs, their place and importance in the Turkish economy, market analysis, target market selection, segmentation and positioning strategies, and marketing mix decisions. | |||||
| Learning outcomes |
| |||||
| Course Content | Startups?/SMEs? characteristics, problems and importance for Turkish Economy, the importance of marketing for Startups/SMEs, Market analysis, target market selection, segmentation and positioning strategies for Startups/SMEs, determination of product, pricing, promotion and placement strategies for Startups/SMEs. | |||||
| References | 1- Lodish, L. M., Morgan, H., & Kallianpur, A. (2002). Entrepreneurial marketing: lessons from Wharton's pioneering MBA course. John Wiley & Sons. 2- Nwankwo, S., & Gbadamosi, A. (Eds.). (2010). Entrepreneurship marketing: principles and practice of SME marketing. Routledge. 3- Ruzzier, M. K., Ruzzier, M., & Hisrich, R. D. (2013). Marketing for entrepreneurs and SMEs: A global perspective. Edward Elgar Publishing. 4- Ä°lgili makaleler | |||||
Course outline weekly
| Weeks | Topics |
|---|---|
| Week 1 | Definition and characteristics of Startups/SMEs |
| Week 2 | Introduction to entrepreneurial marketing and its importance |
| Week 3 | Entrepreneurial marketing plan and strategy for Startups/SMEs |
| Week 4 | Marketing environment analysis, threats and opportunities for Startups/SMEs |
| Week 5 | Consumer buying behavior |
| Week 6 | Target marketing for Startups/SMEs: segmentation, targeting and positioning |
| Week 7 | Product and innovation processes in startups/SMEs |
| Week 8 | Midterm |
| Week 9 | Branding in Startups/SMEs |
| Week 10 | Pricing in Startups/SMEs |
| Week 11 | Distribution in Startups/SMEs |
| Week 12 | Promotion in Startups/SMEs |
| Week 13 | Review of marketing literature in startups/SMEs |
| Week 14 | Review of marketing literature in startups/SMEs |
| Week 15 | General Assessment |
| Week 16 | Final Exam |
Assesment methods
| Course activities | Number | Percentage |
|---|---|---|
| Attendance | 14 | 5 |
| Laboratory | 0 | 0 |
| Application | 0 | 0 |
| Field activities | 0 | 0 |
| Specific practical training | 0 | 0 |
| Assignments | 1 | 5 |
| Presentation | 0 | 0 |
| Project | 1 | 30 |
| Seminar | 0 | 0 |
| Midterms | 1 | 20 |
| Final exam | 1 | 40 |
| Total | 100 | |
| Percentage of semester activities contributing grade succes | 17 | 60 |
| Percentage of final exam contributing grade succes | 1 | 40 |
| Total | 100 | |
WORKLOAD AND ECTS CALCULATION
| Activities | Number | Duration (hour) | Total Work Load |
|---|---|---|---|
| Course Duration (x14) | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Specific practical training | 0 | 0 | 0 |
| Field activities | 0 | 0 | 0 |
| Study Hours Out of Class (Preliminary work, reinforcement, ect) | 14 | 4 | 56 |
| Presentation / Seminar Preparation | 0 | 0 | 0 |
| Project | 1 | 30 | 30 |
| Homework assignment | 1 | 7 | 7 |
| Midterms (Study duration) | 1 | 20 | 20 |
| Final Exam (Study duration) | 1 | 25 | 25 |
| Total Workload | 32 | 89 | 180 |
Matrix Of The Course Learning Outcomes Versus Program Outcomes
| D.9. Key Learning Outcomes | Contrubition level* | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Conducts novel and ethical research on business, reports outcomes in a critical manner. | X | ||||
| 2. Solves problems via appropriate softwares, adapts to new methods and software. | X | ||||
| 3. Has managerial and leadership skills to identify problems, objectives and strategic plans for organizational progress with a critical point of view. | X | ||||
| 4. Plays an active role in projects, analyses relationship between stakeholders accurately, motivates and manages all stakeholders through effective language skills. | X | ||||
| 5. Has necessary communication skills to manage verbal and written communication. | X | ||||
| 6. Analyses and uses contemporary and advanced knowledge in relation with information from different areas. | X | ||||
| 7. Progresses continuously and transfers the experience in both written and verbal ways. | X | ||||
| 8. Through anticipation and strategic thinking, plays an active role in organizational decision making process. | X | ||||
| 9. Uses knowledge in consistency with the ethical, social and international values in an unbiased manner. | X | ||||
| 10. Has expertise on the multi-disciplinary nature of management and related fields. | X | ||||
| 11. Approaches problems with a wide strategic perspective, self-develops continuously. | X | ||||
| 12. Shares novel studies, is up to date both in knowledge and personal network. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest