Download MNGT 3720 - Entrepreneurial Marketing

COURSE SYLLABUS©2016
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MNGT 3720 - Entrepreneurial Marketing
UG 8 week courses = 4 ECTS UG 15 week courses = 6 ECTS UG Thesis = 8 ECTS
MNGT 3700
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COURSE DESCRIPTION
This course introduces students to the unique marketing issues faced by today's entrepreneurs when creating
and growing their businesses. Students will learn the process of designing and implementing marketing concepts
to address challenges facing entrepreneurial organization. This process, known as Entrepreneurial Marketing,
takes into account the special challenges and opportunities involved in developing marketing strategies from the
"start-up phase", through growth and maintenance phases. Students will develop a comprehensive
entrepreneurial marketing plan over the course based on their own business concept.
LEARNING OUTCOMES
Over the years a new type of marketing has emerged in response to the needs of entrepreneurs running small
businesses. Terms as subversive marketing, disruptive marketing, radical marketing, guerrilla marketing, viral
marketing, and expeditionary marketing have been used to describe this new type of marketing. These terms
describe the move away from conventional marketing in entrepreneurial enterprises. This course will present
this new perspective in an integrative framework called “entrepreneurial marketing.”
In this course, entrepreneurial marketing is presented not as a means for facilitating transactions, but as a
process for redefining products and markets to produce sustainable competitive advantage. Entrepreneurial
Marketing is built around six core elements: innovation, calculated risk-taking, leveraging resources, strategic
flexibility, customer focus, and the creation of change in the market. Each of these core elements will be
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explored through both class discussion and real-world cases. Students will then apply their knowledge of
Entrepreneurial Marketing by developing their own comprehensive marketing plan.
To achieve the overall objective described above, at the conclusion of the course, students who pass the course
should:
 Recognize the fundamental changes taking place in markets and marketing today, and explain the
implications for all types of companies
 Be able to articulate how marketing can be an entrepreneurial activity
 Be able to apply risk analysis and risk-taking to marketing decisions
 Identify entrepreneurial opportunities from the emerging trends occurring in marketing practice around
the world
 Explain the roles that networking and resource leveraging play in entrepreneurial marketing
 Explain the challenges and opportunities when developing marketing strategies “from scratch”
 Develop reliable and valid approaches to identifying customer needs and conducting market research
with limited resources
 Apply entrepreneurial thinking to market segmentation and targeting decisions
 Demonstrate entrepreneurial approaches when developing product, price, promotional and distribution
strategies
 Be able to identify how entrepreneurial marketing efforts can enhance the product/service
development process
GRADE BREAKDOWN
A grade point average (GPA) is calculated on all graded work taken at WVPU and is recorded on the student
record. A 4 point system is used to calculate the GPA applying a grading scale of 100 percentage points.
UNDERGRADUATE
GRADING SCALE:
EVALUATION
COMPONENTS
Superior work: A = 4 pts. (93-100), A- = 3.67 pts. (90-92)
Good Work: B+ = 3.33 (87-89), B = 3.0 pts. (83-86), B- = 2.67 (80-82)
Satisfactory work: C+ = 2.33 pts (77-79) C = 2.0 pts. ( 73-76), C-: 70-72
Passing, but less than satisfactory work: D+ = 1.33 pts. (67-69), D = 1.0 pts ( 63-66)
Unsatisfactory work: F = 0.0 pts (< 63)
NOTE : Instructors can determine the components of evaluations. Below is just an example.
(Based on 100 percentage points):
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work, an explanation of how you enforce the attendance policy (for example, whether lateness counts as a
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cheating, etc. or, use this section for any additional information that pertains to your course.
UNIVERSITY POLICIES
Students are required to inform themselves of WUV academic policies. A full list of these policies is available
on the WUV website: http://webster.ac.at/academic-policies
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WEEKLY SCHEDULE
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No classes are held during break week
NOTE: Semester courses continue meet after the break for a total of 15 weeks. Enter 7 additional weekly
assignments if you are teaching a semester course.
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