Entrepreneurial Marketing

Learning Outcomes

Knowledge and Understanding

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

• the concepts and theories relevant to entrepreneurial approaches.
• the nature and the relationship between marketing and entrepreneurship;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• critically evaluate appropriate sources of entrepreneurial marketing opportunity in the marketplace;
• identify and articulate critical sources and drivers of customer value in organisations.
• critically evaluate entrepreneurial response to market changes and delivering cost effective, innovative marketing solutions, both individually and within an entrepreneurial team;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• communicate the ideas, knowledge and arguments in an effective manner.
• identify, justify and use appropriate entrepreneurial approaches to formulate effective marketing strategies for new and growing small and medium-sized enterprises (SMEs) and larger entrepreneurial firms;

• The role and significance of entrepreneurship and new enterprises globally and in local regions.
• Entrepreneurial Marketing in new ventures and small firms.
• The entrepreneur-customer relationship.
• Product commercialization and developing new products for the market
• Creation of customer value and co-creation with customers
• Entrepreneurial networks
• Opportunity recognition
• Entrepreneurial marketing- techniques and practice
• Entrepreneurial marketing and intrapreneurship in large firms

Teaching and learning methods

Module content is taught in lectures and break- out sessions to facilitate group work and discussion. Students are expected to actively engage with the module via background reading, undertake specific exercises, prepare mini-case studies and participate in group work activities and work outside the lecture during and after the lecture teaching. Where possible, the teaching and learning will involve industry speakers and live application cases.

Resources & Reading list

Journal Articles

International Small Business Journal.

Harvard Business Review.

Entrepreneurship Theory and Practice.

California Management Review.

Strategic Management Journal.

British Journal of Management.

Journal of Business Venturing.

MIT Sloan Management Review.

Strategic Entrepreneurship Journal.

Journal of Small Business Management.

Journal of Management.

Academy of Management Review.

Textbooks

Schindehutte, M., Morris, M.H, & Pitt, L.F. (2009). Rethinking Marketing: An entrepreneurial imperative. Prentice Hall.

Sethna, Z., Jones, R., and Harrigan, P. (2013). Entrepreneurial Marketing: Global Perspectives. Emerald.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External