The marketing plan which is prepared by the entrepreneur is an elastic and dynamic document in which the planning of the marketing process of the organization and how, when and by whom the activities will be carried out are clearly stated as a result of this planning. A marketing plan is a guiding document for an entrepreneur who wants to set up a new business or is considering making new investment decisions in a current business. From this point of view, it is seen that an effective and realistic marketing plan has a direct effect on strategic decisions regarding the business. The marketing plan is prepared as part of the organization's business plan. Preparation of business plans within the required scope is of great importance in Turkey and trainings are provided by KOSGEB in order to assist and guide entrepreneurs in the preparation of these plans. The issues that entrepreneurs should pay attention to while preparing a marketing plan related to the business plan are stated with these plans. Thus, entrepreneurs are given opinions on preparing and analysing plans.
information technologies have become solutions to many problems faced by organizations in recent years. Saving time is achieved thanks to software developed for needs and it can be observed that the established system in businesses operates in a more systematic way. Software developed in the fields of production, marketing and finance, which are defined as three functions of the business, helps managers in strategic decision-making and performance evaluation. It enables follow up of all processes from the production of a product to the delivery to the customer in digital environments. ERP systems can be cited as an example of a software package that best serves businesses in this cycle. ERP software known as enterprise resource planning, enterprise resource planning is a comprehensive system that includes all activities from production planning to sales and distribution of businesses and helps to plan business resources effectively. As marketing automation software, it is possible to talk about the existence of advertising, brand management, campaign management, public relations, e-commerce, e-mail and sms software, as well as online chats monitoring software regarding the competitors of the business. However, when the relevant literature is viewed, there is no study about software developed focusing on the marketing plan preparation process. Therefore, the aim of this study is to develop a marketing plan software for the businesses. For this purpose, we aim to answer the following question: How do we develop an internet based Turkish marketing plan software.
This research was conducted according to the design-based research and we used purposeful sampling method. Face-to-face interviews were carried out with authorized persons from 10 companies operating in various sectors (informatics, construction, furniture, food, banking and insurance business) at the stage of deciding on the design before starting the software development. As a result of the field research, information about marketing plans could are obtained from companies. Therefore, the content and scope of the research is limited to the publications and studies present in the literature. 20 leading experts are received opinions at the stage of evaluating the design of the developed software. Semi-structured interview technique and online questionnaire form were used as data collection methods. The collected data were analysed using descriptive content analysis technique. As a result of the first evaluation, the study was represented to a second evaluation by making corrections in line with the expert opinions. As a result of the second evaluation, it was decided that the study could be concluded. As a result of this research, an original marketing plan software which enables businesses to prepare marketing plans online, is designed and developed.
An internet-based marketing plan software which is elastic, has speed and ease of use, is developed that enables entrepreneurs to prepare their marketing plans in digital environments in this study. It is aimed to enable businesses to prepare and report marketing plans more systematically and to contribute positively to the profitability and productivity of businesses with this research. The content and scope of the designed and developed application is in accordance with the headings and instructions in the marketing plan existing in the literature. As a result of the carried out evaluations by leading experts, the originality of the study and the proposition that it brought innovation to the relevant field of science was confirmed. Finally, experts suggest, the application needs further
Günümüzde iş planının bir parçası olarak hazırlanan pazarlama planlarının, işletme yöneticileri tarafından ofis paket programları kullanılarak oluşturulduğu ya da işletmelerin bu hizmeti danışmanlık firmalarından aldıkları görülmektedir. İlgili literatür incelendiğinde, pazarlama planı hazırlamak için geliştirilmiş yazılıma sahip bir çalışmaya henüz rastlanılmamıştır. Bu çalışmanın amacı, literatürde fark edilen bu boşluğu doldurabilmek için kar amacı güden kuruluşlara yönelik olarak internet tabanlı Türkçe bir pazarlama planı yazılımı tasarlamak ve geliştirmektir. Geliştirilen yazılım sayesinde, kuruluşlara daha sistematik bir şekilde pazarlama planı hazırlama imkânı sunulması ile birlikte işletmeye ve kişisel uğraşa farklı bir boyut kazandırarak maksimum verim sağlanması amaçlanmaktadır. Bu amaçla bu araştırmada yöntem olarak tasarım tabanlı araştırma yöntemi; örnekleme yöntemi olarak amaçsal örnekleme; veri toplama yöntemi olarak yarı yapılandırılmış görüşme tekniği ve çevrimiçi ortamda hazırlanan anket formu kullanılmıştır. Toplanan veriler içerik analizi ve betimsel analiz tekniği ile analiz edilmiştir. Literatürden ve sahadan toplanan bilgiler ve alınan uzman görüşleri ışığında gerçekleştirilen bu çalışma sonucunda, işletmelerin çevrimiçi ortamda pazarlama planı hazırlayabilmelerine olanak sağlayan özgün bir uygulama tasarlanmış ve geliştirilmiştir.
|Destekleyen Kurum||KARADENİZ TEKNİK ÜNİVERSİTESİ|
|Teşekkür||Bu çalışma, Karadeniz Teknik Üniversitesi Bilimsel Araştırma Projeleri Koordinasyon Birimi tarafından desteklenmiştir. Proje numarası 7717’dir. Projenin yürütülebilmesi için mali destek sağlayan BAP Birimi’ne teşekkürlerimi sunarım.|
|Yayımlanma Tarihi||31 Aralık 2020|
|Yayınlandığı Sayı||Yıl 2020, Cilt 2, Sayı 2|
|APA||Gürsoy, İ. & Ayyıldız, H. (2020). İşletmeler İçin İnternet Tabanlı Pazarlama Planı Yazılımı Geliştirilmesine Yönelik Tasarım Tabanlı Bir Araştırma/A Design-Based Research of Internet-Based Marketing Plan Software Development for Businesses . Nitel Sosyal Bilimler , 2 (2) , 182-207 . DOI: 10.47105/nsb.817308|