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ENTREPRENEURIAL
MARKETING
MK - 402
School of Business and Economics
Resource Person
Program
Prerequisite for the course
Credit Hours
Semester
Class Timings
Manqoosh ur Rehman
BBA
All Marketing Core Courses
03
Spring 2014
Monday 8:00am to 11:00am
Counselling Hours
Monday
Tuesday
Thursday
12:00 pm to 02:30 pm
12:00 pm to 02:30 pm
03:00 pm to 06:00 pm
Telephone #
111-300-200 Ext. 3393
0302-4556733
E-mail
[email protected]
INTRODUCTION
Marketing is absolutely critical for a new company operating without any safety net. Finances
are not enough with startup companies to compensate for a bad product or a poor customers’
insight.
The course is about the unique marketing challenges that are faced by an entrepreneurial and
start-up company. Although marketing concepts, strategies, and tactics have many similarities
across various types of companies, industries, and products, the marketer in an entrepreneurial
company faces many additional challenges. These challenges are over and above all other
marketing challenges during initial phases of the product and industry life cycle.
This course specifically looks at how to develop and implement a marketing plan in such
entrepreneurial contexts. The focus is on strategies and tactics that work for entrepreneurs on
limited budgets and the role of strategic alliances that can help achieve the entrepreneur’s
marketing objectives.
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MK-402
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LEARNING OBJECTIVES
The course is designed for those students who want to launch and excel in their entrepreuenurial
ventures. The key emphasis is on understanding the role of marketing in conceiving, executing,
and managing entrepreneurial ventures.
Upon successful completion of this course, students should be able to:
1. Differentiate between the marketing mechanisms of large businesses and entrepreneurial
ventures.
2. Understand the impact of marketing environment on customers’ product acceptance behavior
for entrepreneurial ventures.
3. Understand the unique ways in which marketing process must be tailored to the
entrepreneurial environment.
4. Understand the unique dimensions of marketing mix elements for entrepreneurial ventures.
5. Examine the range of strategies and tactics available to entrepreneurs to market their vision,
company, and products.
LEARNING METHODOLOGY
This course will be largely delivered through the case studies and articles on entrepreneurial
marketing. Discussions on these cases and research articles are stimulated and invited to
understand and solve the unique issues associated with entrepreneurial marketing.
The case studies, articles, and their related material will be available on Moodle. Participants are
expected to read and comprehend the material, prepare the case study/research article and discuss
it in small study groups before coming to the class. Participants are expected to not only attend
all classes but also fully participate in discussions in a meaningful and productive manner.
Plagiarism is severely punished as per university policy. Participants are advised to refrain from
copying or claiming credit for anything which is not their own. The same applies to internet
downloads. All sources of data or text must be acknowledged properly.
GRADING SYSTEM
Quizzes
Assignments
Class Participation
Case/Article Presentations
Mid Term Exam
Project
Total Sessional Evaluation
Final Exam
Total
UMT-School of Business and Economics
10 %
10 %
05 %
10 %
15 %
15 %
65 %
35 %
100 %
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RECOMMENDED TEXT BOOK
1. Frederick G. Crane, Marketing for Entrepreneurs: Concepts and Applications for
New Ventures, 2nd Edition, 2013, Sage Publications
REFERENCE MATERIAL
Will be available with photocopier in the form of a course pack
CALENDAR OF ACTIVITIES
Weeks
Topics
Chapters
1
Marketing and Entrepreneurship
1
2
Identifying Marketing Opportunities for
Entrepreneurial Ventures
2
3
Understanding Customers and
Competition for Entrepreneurial
Ventures
3,4
4
Understanding Customers and
Competition for Entrepreneurial
Ventures
3,4
5
STP Challenges Involved in
Entrepreneurial Marketing
5
6
Developing New Products & Services
6
7
Developing & Sustaining the
Entrepreneurial Brand
7
8
Mid Term Exam
9
Pricing in Entrepreneurial Ventures
8
10
Entrepreneurial Channel Development
and Supply Chain Management
9
11
Entrepreneurial Promotion
10
12
The Entrepreneurial Marketing Plan
11
13
Project Presentations
14
Project Presentations
15
Project Presentations
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MK-402
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