24212 Entrepreneurial Marketing
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): (24108 Marketing Foundations OR 24109 Marketing and Customer Value)) OR ((54047 Advertising Campaign Practice OR 52663 Strategic Communication Design) AND (54048 Brand Advertising Strategies OR 52664 Branding and Reputation)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject provides a framework and a roadmap for successfully addressing the real-world marketing challenges involved in launching entrepreneurial ventures and supporting growth and innovation in established companies. It provides a foundation for marketers, entrepreneurs, investors, and managers to innovatively utilise the tools and techniques of entrepreneurial marketing for growing and creating a competitive advantage in the marketplace.
Subject learning objectives (SLOs)
| 1. | explain marketing foundations of entrepreneurial business practice |
|---|---|
| 2. | apply appropriate marketing theories, frameworks and concepts to entrepreneurial contexts |
| 3. | evaluate and criticise existing marketing activities in entrepreneurial practice based on marketing theories and concepts |
| 4. | design/create effective entrepreneurial marketing strategies that produce sustainable competitive advantages for ventures |
Contribution to the development of graduate attributes
Entrepreneurial Marketing builds on the Faculty’s graduate attributes of intellectual rigour and innovative problem solving by enabling students to analyse various aspects of marketing and creatively apply those appropriate ones to the marketing practice of start-up ventures.
This subject will build students’ business practice oriented skills through various activities including group activities, case studies, and primary data collection that will enable students to be able to produce and implement effective marketing plans for start-up ventures.
This subject contributes to develop the following graduate attribute(s):
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Professional and technical competence
Teaching and learning strategies
The subject will be taught using a combination of large lectures and tutorial sessions. The lectures provide the structure of the topic area, discussion of the theory and some practical examples via case studies. Readings, videos and case studies will be provided online prior to the lectures. Students are expected to review these materials and to be able to discuss them with other students during the course of the lecture.
Tutorials provide an opportunity to discuss ideas, issues and make practical applications of the theory, as well as encouraging students to think in a creative manner to solve real world problems, using learning from other core marketing subjects. Students are expected to prepare answers to any discussion questions posted online before attending each tutorial to engage in student-led group discussions.
The UTS Learning Management System is used extensively and will be used to share information, provide feedback and encourage interaction between staff and students. Videos of entrepreneurial marketing topics and campaigns (e.g., advertisements) will be provided before teaching sessions for students to formulate thoughts for group discussions.
Content (topics)
- Generating, Screening, and Developing Ideas
- Entrepreneurial Pricing
- Leverage Public Relations for start-up ventures
- Promotion, Advertising, and Viral Marketing
- Distribution/Channel Decisions and Sales Management for start-up ventures
- Building Brands
- Ecosystem Creation
- Marketing for Financing Activities
Assessment
Assessment task 1: In-tutorial test (Individual)
| Intent: | This develops Program Learning Objective 1.1 |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 2 and 3 |
| Groupwork: | Individual |
| Weight: | 30% |
Assessment task 2: Project Report (Group)
| Intent: | This develops Program Learning Objectives 1.2 & 2.2 |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 3 and 4 |
| Groupwork: | Group, group assessed |
| Weight: | 30% |
Assessment task 3: Final Exam (Individual)
| Intent: | This develops Program Learning Objective/s 1.1, 1.2, & 2.2 |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 2 and 4 |
| Groupwork: | Individual |
| Weight: | 40% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Lodish, L.M., Morgan, H.L., Archambeau, S. and Babin, J., 2015. Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company. Pearson Education.
Additional mandatory and optional readings for each session will be placed at UTSOnline.
References
Schindehutte, M., Morris, M. and Pitt, L. 2008. Rethinking Marketing: An Entrepreneurial Perspective, Saddle River, NJ: Prentice-Hall.
Wasserman, N., 2012. The founder's dilemmas: Anticipating and Avoiding the Pitfalls That Can Sink a Startup. Princeton University Press.
Crane, F.G., 2012. Marketing for Entrepreneurs: Concepts and Applications for New Ventures. SAGE Publications.
Other resources
UTSOnline is a web-based learning tool. UTSOnline is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools).
It is an expectation and responsibility to access this resource and your UTS Email account at least once a week.