Course Title

Entrepreneurial Marketing

Staff teaching the course

PhD Marcin Awdziej

Number od hours

30H

Aim of the course

  • To develop understanding of how marketing supports development and growth of small businesses with constrained resources.
  • After successful completion of the module students will be able to conduct coherent analysis of market and customer needs, plan and implement marketing activities for small company within limited budgetatry constraints.
  • After successful completion of the module, students will be able to develop coherent and rigorous marketing plan for a small company or a start-up.

Description of the course

  • The concept of entrepreneurial marketing. Applications of marketing in small companies and start-ups. Specifics of small business marketing/
  • Opportunity identification. Niche markets. Market analysis
  • Customer insights and relationships
  • Efficient marketing research. Marketing research for small budget
  • Creating unique products and services
  • Building a guerilla marketing plan
  • Creative Use of Advertising and Promotion
  • Pricing and Credit Strategies
  • Distribution for small business and location decisions
  • E-commerce and Internet in marketing activities
  • Creative and outstanding customer service

Methods of teaching

  • Session topic is introduced to stimulate discussion via short lecture and illustrative examples.
  • Depending on the topic of the session, students engage in in- class activities, such as marketing audit, case study analysis, critical analysis of social media activities of a chosen company, or elements of marketing planning activities.
  • The major exercise students engage into during the course is the development of their own marketing plan for a small company of their choice, preferably to support their own idea of a business start-up or family business they are already in.
  • Together with module leader, students prepare IDI (In- Depth- Interview) guide that will be used in an interview with an entrepreneur, focusing on specifics of marketing activities he or she pursues

Course Schedule

Entrepreneurial Marketing

Nr

Date

Hours

 

3.12.2014

16:30 – 19:00 (3)

 

17.12.2014

16:30 – 19:00 (3)

 

14.01.2015

17:30 – 20:00 (3)

 

28.01.2015

16:30 – 19:00 (3)

 

18.02.2015

16:00 – 18:30 (3)

 

4.03.2015

16:00 – 18:30 (3)

 

18.03.2015

16:00 – 18:30 (3)

 

8.04.2015

16:00 – 18:30 (3)

 

22.04.2015

16:00 – 18:30 (3)

 

6.05.2015

16:00 – 18:30 (3)

Project co-financed by the European Union under the European Social Fund