91app

This module views marketing from an entrepreneurial perspective, focusing on the different approaches required when compared to marketing for established firms and new ventures looking to act globally from the outset.

Topics covered

• Introduction to entrepreneurial marketing
• Customer and competitor analysis
• Entrepreneurial market opportunity analysis
• Entrepreneurial marketing strategies 
• The entrepreneurial marketing plan
• Entrepreneurial pricing and distribution
• Entrepreneurial promotion
• Entrepreneurial products and services development
• Entrepreneurial branding
• Entrepreneurial social marketing.

Learning outcomes

If you complete the module successfully, you should be able to:

• Understand the different market needs of big firms and SMEs and describe how marketing has changed in the 21st century
• Understand entrepreneurship and the challenges of creating a new business
• Describe the role innovation can play in developing a market strategy, and how marketing can guide the development of new products and services
• Discuss the processes of market identification and market creation in entrepreneurial situations
• Explain the importance of relationship marketing and social networks, and understand the role played by content marketing agencies
• Critically assess and apply marketing theories and models to new ventures
• Construct strategies to overcome challenges encountered in the planning process for new products and businesses
• Design and build an operational marketing strategy for a start-up business or new product, making best use of limited resources to ensure that the firm can establish a viable presence in the market
• Demonstrate effective written communication skills for plans, strategies and outcomes
• Demonstrate time management skills
• Apply critical thinking and analytical skills in evaluating marketing theories, models and proposed plans
• Synthesise and use information and knowledge effectively to marketing in the entrepreneurial sector
• Demonstrate analytical, problem-solving and decision making skills
• Gain digital and information literacy skills.

Assessment

Pass Mark
The pass mark is 50% for each element of assessment.
Compensation between elements of assessment is available on this module for marginal fails between 45%–49%.

Assessment Elements

Coursework (50% weighting)

• There is one item of coursework for this module which contributes to the final assessment mark for this module.
• Coursework: design a marketing strategy for a start-up in 2,000 or 2,500 words in length (maximum) (deadline – weeks 9–12). The coursework is designed to check student progress, extend and reinforce concepts covered and also test individual performance.

Examination (50% weighting)

• The final piece of assessment will be an unseen written examination of 2 hours’ duration.