MSING005: Entrepreneurial Marketing

Course Leader: Chris Coleridge

Why study Entrepreneurial Marketing?

You will acquire practical knowledge of a core management tool – useful in whatever career you choose. You will also learn how to:
• Market yourself, in job interviews and later during the rest of your career
• Provide customer focused service – a key career development tool, even where your boss is your main customer

What knowledge and skills will you gain?

• Strategic planning
• Market research
• Market analysis
• Marketing Planning

• Team working
• Presentation skills
• Communications skills
• Project management

What is Marketing?

Marketing – ‘A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.’ Kotler et al.

Just imagine… your company has created a fantastic new product or service. Your Operations division has refined it to become a leader in its range. Your Finance team has carefully costed it so the organisation does not lose, but rather makes, the money it needs. Your Human Resource team has carefully trained your staff to produce and sell it. But no-one outside the company yet knows about it. So what is its value? None. There will be no return because no-one will buy your product or service.

Marketing is the key process which enables your product or service to acquire value by broadcasting its presence and its attractiveness to your target market.
What is important about The Entrpreneurial Marketing course?

Course aims and objectives

This course aims to treat students as practicing managers, by using a mix of theory and practical activities, to enable you to gain a clear understanding of the core principles of Marketing; and an appreciation of the role of the Marketing function within an organisation – whether its a company, a charity or even a city.

Teaching will combine lectures with 'learning through doing', to gain a deeper appreciation of Marketing through real world projects. Students will test the insights gained from the lectures on case studies drawn from actual examples, while, in their own projects, students will tackle real world issues.

Suggested Reading: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers by Geoffrey A. Moore, Capstone Publishing (2002)

Running Lean: Iterate from Plan A to a Plan That Works by Ash Maurya, 2nd Edition, O¹Reilly, 2012