Course Details

Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits	Last Updated Date
6	BA328	BUSINESS MODEL PLANNING 2	0+1+0	1	2	11.09.2025

Course Details

Language of Instruction	English
Level of Course Unit	Bachelor's Degree
Department / Program	BUSINESS ADMINISTRATION
Type of Program	Formal Education
Type of Course Unit	Compulsory
Course Delivery Method	Face To Face
Objectives of the Course	Developing a strategic perspective on integrated marketing communication in the context of business model innovation. Applying marketing mix elements to design effective strategies for entrepreneurial projects. Formulating detailed marketing plans aligned with business model goals. Enhancing analytical and practical competencies through research and reflective presentations.
Course Content	Business Model Planning II is a practice-driven course that builds on the foundations of Business Model Planning I. It emphasizes the integration of strategic marketing tools into entrepreneurial planning. Students engage in activities such as formulating marketing plans, leveraging marketing mix elements, and applying digital marketing techniques. Through lectures, fieldwork, presentations, and feedback, the course empowers students to translate marketing concepts into actionable strategies aligned with innovative business models.
Course Methods and Techniques	This is also a student-centered course. Completing the relevant steps related to the project is the student's responsibility.
Prerequisites and co-requisities	( BA313 )
Course Coordinator	None
Name of Lecturers	Asist Prof.Dr. SERAP SARP serap.sarp@agu.edu.tr
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Articles
Course Notes	For this course I will be using CANVAS Course Website. You will access the course syllabus, course materials including lecture notes, links to related websites, assignments, articles, etc from CANVAS. You are responsible to check Canvas on a regular basis. Information about exams and assignment grades will also be available at this site.
Documents	Articles
Assignments	Project
Exams	Project

Course Category

Social Sciences

%100

Planned Learning Activities and Teaching Methods

Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria

In-Term Studies	Quantity	Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı	1	% 25
Ödev	3	% 30
Final examination	1	% 35
Diğer (Staj vb.)	1	% 10
Total	6	% 100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	Total Work Load
Grup Sunumu	1	10	10
Grup Projesi	1	20	20
Okuma	12	1	12
Araştırma	12	1	12
Ders dışı çalışma	6	1	6
Total Work Load			Number of ECTS Credits 2 60

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:

No	Learning Outcomes
1	Analyze market segmentation strategies and justify target market selections aligned with business objectives.
2	Construct a comprehensive marketing plan within a business model framework.
3	Evaluate promotional tools and their strategic roles in the marketing mix.
4	Appraise digital marketing channels and tactics to improve business model impact and outreach.

Weekly Detailed Course Contents

Week	Topics	Study Materials	Materials
1	Integrated Marketing Communication
2	Integrated Marketing Communication
3	Segmentation and Targeting
4	Segmentation and Targeting
5	Creating a marketing plan
6	Creating a marketing plan
7	Advertising Campaign Management
9	Advertising Campaign Management
10	Advertising Design
11	Advertising Design
12	Traditional Media Channels
13	Buyer Behavior
14	Digital Marketing
15	Social Media Marketing

Contribution of Learning Outcomes to Programme Outcomes

Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant

https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=79251&lang=en