The University of Southampton
Courses

ENTR6034 Entrepreneurial Marketing

Module Overview

This course is about marketing in new ventures and small firms which aim to grow through entrepreneurship. It's based on the view that combining the concepts of marketing and entrepreneurship will result in greater levels of market success for a venture. There is a strong emphasis on the role of innovation and creativity in guiding the marketing in activities and relationships nurtured with target markets. The module distinguishes between entrepreneurial and managerial approaches to business growth and will look at how entrepreneurs actually approach their markets via a process of effectuation rather than planning as carried out in the corporate world. There will be an emphasis on what small companies do in practice informed by research projects carried out by the author with other colleagues and his own experiences as an entrepreneur. A key part of the course will be to consider the implications of digitisation for 21st century businesses as well as what can practically be done to build a coherent on-line/off-line strategy for small companies with limited resources.

Aims and Objectives

Module Aims

On completion of the module you will be able to: • Differentiate and see the connections between the concepts of marketing and entrepreneurship; • Evaluate how entrepreneurial marketing may be applied in new ventures and small Businesses; • Evaluate the impact of innovatory marketing decision on competitiveness; • Appreciate how entrepreneurs create consumer insight and turn this into the creation of opportunities and markets; • Plan marketing strategies on a limited budget for new ventures; • Compare and contrast the advantages and disadvantages of alternative styles of personal selling; • Appreciate the nature and potential that lies in e-marketing; • Appreciate the nature and potential that lies in viral marketing; • Appreciate the value of understanding and developing networks; • Explain the relationship between marketing for overseas sales and marketing for domestic sales.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The relationship between the concepts of marketing and entrepreneurship;
  • Marketing techniques that work for new ventures and small businesses;
  • How innovation can enhance the creative process of designing and delivering marketing.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Appreciate the challenges of integrating marketing and entrepreneurship as a means to develop successful new ventures;
  • Appreciate how to apply marketing tactics on a limited budget;
  • Appreciate the contextual constraints of conducting entrepreneurial marketing in international markets;
  • Appreciate the ethical considerations of practicing entrepreneurial marketing.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Manage time and tasks effectively in the context of individual study and group project activities;
  • Explain concepts clearly and to critically apply these to new business ventures;
  • Plan the resource implications of marketing new ventures.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • Identify market opportunities for a new venture;
  • Build an innovative marketing strategy for a new venture;
  • Design marketing tactics appropriate to the limited resources of a new venture.

Syllabus

• Small firms – entrepreneurship – marketing • A conceptual framework for entrepreneurial marketing • Growth, development and co-creation in customer value • Innovative marketing • Marketing tactics with limited resources • E-marketing • Network development • Personal selling

Learning and Teaching

Teaching and learning methods

Teaching methods include: Lectures, interactive case studies, directed reading, an individual assignment and a group project. Learning activities include (see examples below): • An individual assignment • A group project • Case study evaluation • Private/guided study

TypeHours
Teaching12
Independent Study63
Total study time75

Resources & Reading list

Kaushik A (2007). Web Analytics, an hour a day. 

Putting Entrepreneurship into Marketing. 

Osterwalder A and Pigneur Y. Business Model Generation. 

Rae A (2016). Social Media for Real Businesses. 

Best, R.J. (2005). Market-Based Management: Strategies for Growing Customer Value and Profitability. 

Ash, T, Page, R, Ginty M (2012). Landing Page Optimisation. 

Simon Bridge and Ken O'Neil. Understanding Enterprise. 

Moore G. Inside the Tornado. 

Harris, L. & Dennis, C. (2008). Marketing the e-Business. 

Rae, A (2017). Entrepreneurial Marketing Workbook. 

Lindstrom, Martin (2009). Buyology. 

Bjerke, B. and Hultman, C.M (2002). Entrepreneurial Marketing. 

Chaston, Ian (2015). Entrepreneurial Marketing. 

Dibb, Simkin, Pride, Ferrell. (2016). Marketing – Concepts and Strategies. 

Capon with MacHulbert (2009). Managing Marketing in the 21st Century. 

Irene C.L. Ng (2014). Creating New Markets in the Digital Economy. 

Holden, J and Kubacki (2012). The New Power Base Selling. 

Cialdini, Robert (2001). Influence, Science and Practice. 

Jeffery, M (2010). Data Driven Marketing. 

Barnes, Clear, Dyerson, Harindranath, Harris, Rae (2012). Web 2.0 and micro businesses – an exploration. 

Assessment

Formative

Class discussions

Summative

MethodPercentage contribution
Case study  (1500 words) 40%
Essay  (2000 words) 60%

Repeat

MethodPercentage contribution
Case study  (2000 words) 100%

Referral

MethodPercentage contribution
Coursework assignment(s)  (2000 words) 100%

Repeat Information

Repeat type: Internal & External

Costs

Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Textbooks

Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at www.calendar.soton.ac.uk.

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