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Language of Instruction
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English
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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BUSINESS ADMINISTRATION
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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Introducing the concept of SME marketing by outlining its unique characteristics and strategic relevance in entrepreneurial contexts.
Providing comprehensive definitions of entrepreneurial marketing, CEO branding, corporate branding, digital marketing, and relationship marketing, emphasizing their roles in SME environments.
Equipping students with a foundational understanding of the specific characteristics and operational constraints.
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Course Content
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This course provides an in-depth exploration of marketing within the context of Small and Medium-Sized Enterprises (SMEs). Emphasizing the intersection between entrepreneurship and marketing, it introduces students to the unique characteristics, challenges, and strategic decision-making processes specific to SMEs. Students will engage with contemporary topics such as entrepreneurial marketing, corporate and CEO branding, digital and relationship marketing, and SME-specific constraints. Through real-life case studies and academic literature, the course aims to develop students’ ability to apply theoretical insights to practical scenarios in SME environments.
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Course Methods and Techniques
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Initial Project Report Submission 20%
Group Presentation – Graded Individually 20%
Midterm Exam 30%
Final Project Submission 30%
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Prerequisites and co-requisities
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None
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Course Coordinator
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Asist Prof.Dr. SERAP SARP serap.sarp@agu.edu.tr
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Name of Lecturers
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Asist Prof.Dr. SERAP SARP
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
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Resources
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Kitap
Slides
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Course Notes
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-
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Documents
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slayt, kitap
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Assignments
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proje
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Exams
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midterm
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