Entrepreneurial Marketing

Objectives :

This programme is designed to introduce the participants to marketing strategies through the lens of entrepreneurship.

Therefore, this programme learning goals are:

• To understand the differences between managerial and entrepreneurial marketing
• To appreciate the role of marketing in entrepreneurship
• To develop viable marketing plan for a new venture

Program:

1. Introduction

• Marketing & entrepreneurship - Different approaches with examples of Icebreaker, Two Wheel View
• & In Rainbows
• Role of market research in identifying opportunitie
• Digital Marketing & Discussion of Assignment

1. Entrepreneurial communication & positioning

• Developing effective marketing campaigns - use of web 2 tools
• Brand management strategies for a new company
• Public Relations strategies for a start up

1. Distribution, Pricing & Loyalty

• Channel Management – how to optimize multiple channels?
• How to price right? Some useful guidance to pricing
• Building Customer Relationships - example: Bizrate

Assessment:

The evaluation is based on the following components and respective weights:
- Class participation and attendance: 20%
- Assignments: 40 %
- Final exam: 40%

Teaching Method:

The class format is interactive, with activities and exercises. Students are expected to come to the class, to
prepare and work out the assignments and, in addition, do the required readings.
The active participation of students is much appreciated in order to create an exciting class environment. The
sharing of own experiences, ideas, knowledge and thoughtful comments is the finest ingredient for an
interesting learning experience.