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Courses / Modules / MANG2099 Entrepreneurial Marketing

Entrepreneurial Marketing

When you'll study it
Semester 2
CATS points
ECTS points
Level 5
Module lead
Philip Alford
Academic year

Module overview

This module focuses on creative, innovative and cost effective marketing strategies for new and growing small and medium-sized enterprises (SMEs) and larger entrepreneurial firms; including entrepreneurial decision making in terms of seeking and recognising ‘market opportunities’ and growing the business in highly competitive industries and markets; value creation activities, co-creation with customers and, leveraging additional resources using SME and entrepreneurial networks. The module develops student knowledge and understanding of the role of the entrepreneur and marketing in small-and-medium sized enterprises, as well as entrepreneurial approaches to marketing such as cost-effective routes to market and novel approaches to marketing. Intrapreneurship and entrepreneurial marketing in large companies and a wide of organizational contexts will also be studied.