Entrepreneurial Marketing syllabus

Entrepreneurial Marketing

• 1 Marketing and Entrepreneurial Firms (8 LHs)

  • Entrepreneurial firms from a marketing perspective
  • Entrepreneurial marketing concept and features
  • Proactive orientation and innovativeness
  • Customer focus and opportunity utilization
  • Risk management and value creation
• 2 Market Research, Segmentation, Targeting, Positioning and Pricing (10 LHs)

  • Market research value to entrepreneurial firms
  • Segmentation, targeting and positioning
  • Entrepreneurial branding and strong-brand challenges
  • New-product need and types
  • Entrepreneurial pricing, sensitivity and strategies
• 3 Distribution (5 LHs)

  • Direct customer and retailer channels
  • Using sales agents and established channels
  • Setting up intermediaries
  • Choosing distribution channels and strategies
• 4 Communication Strategies & Market Analytics (7 LHs)

  • Communication strategy concepts and types
  • Buzz creation and viral-marketing myths
  • Promotional campaign types, planning and success criteria
  • Electronic and social media in advertising
  • Market analytics concept and approaches
• 5 New Product Development & Management (8 LHs)

  • Marketing considerations in new-product development
  • Idea generation, screening and concept testing
  • Business analysis, beta and market testing
  • Technical implementation and commercialization
  • New-product pricing
  • Ansoff Matrix: penetration, product and market development, diversification
• 6 Strategic Marketing and Marketing Plan (10 LHs)

  • Strategic marketing concept and types
  • Value creation, brand equity and customer sustainability
  • Competitor dynamics and marketing decisions
  • Offensive and defensive marketing warfare
  • Pre-emptive, flanking, sequential and leapfrog strategies
  • Marketing plan concept, components and preparation