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24910 Entrepreneurial Marketing and Sales

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2018 is available in the Archives.

UTS: Business
Credit points: 3 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject, partially delivered online, develops marketing and sales knowledge and skills for entrepreneurs. The topics covered provide a basic understanding of concepts including customer behaviour and experiences, market analysis, segmentation, marketing strategy and planning as well as sales, networking and the role of social media. Students learn how, in early-stage enterprises, marketing and sales are used to develop markets, products and services.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Apply key concepts of marketing and sales to early stage enterprises
2. Analyse the factors that influence demand for products and services
3. Create marketing and sales strategies for early stage enterprises
4. Demonstrate knowledge of ethical and professional sales

Contribution to the development of graduate attributes

This subject is designed to provide students with a compact understanding of marketing and sales relevant for early stage enterprises. Students develop knowledge and skills of marketing concepts, business factors that determine demand for products and services and learn how to develop marketing strategies and professional salesmanship.

This subject contributes to the development of the following graduate attributes:

  • Critical thinking, creativity and analytical skills
  • Communication and interpersonal skills
  • Attitudes and values

This subject also contributes specifically to develop the following Program Learning Objectives for the Master of Business Administration in Entrepreneurship:

  • Demonstrate proficient applications of creative thinking and strategic planning (2.1)
  • Develop, present and discuss a valid business case in a specific context (3.1)
  • Apply negotiating skills for optimal results (4.2)

Teaching and learning strategies

The subject is offered in a blended learning mode with two face to face class room meetings at the beginning and end of the session and weekly online interaction inbetween. Delivery of teaching and learning materials, quizzes, lectures, webinars and discussions are facilitated using online learning and communication tools and the UTS learning management system. The face to face classes help students understand the study and learning requirements and to reflect upon and revise the content.

Content (topics)

  • Market analysis
  • Products, services and experiences
  • Customer behaviour
  • Value and satisfaction
  • Social marketing
  • Selling and sales
  • Brands

Assessment

Assessment task 1: Essay (Individual)

Objective(s):

This addresses subject learning objective(s):

1, 2 and 4

Weight: 50%

Assessment task 2: Case study (Individual)

Objective(s):

This addresses subject learning objective(s):

2 and 3

Weight: 50%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

Essential readings will be made available online

Recommended texts

Lodish, Leonard M. (2015) Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, 2nd Edition. Pearson.

The Joshua Principle. Revised edition, July 2014. Tony J. Hughes.

References

Eyebobs Case. Hess, Edward D; Glinska, Gosia, Harvard Business Review 2009.

Trainer, Author and Entrepreneur? Journal of Enterpreneurship Education, University of Portland 1999, Volume 2 p76.

Conceptualizing the Role of Media in Market Orientation. Peter C Andersen, Penny M Simpson. 2015 International Journal of Management Sciences and Business Research, Vol 4 Issue 1

Enrepreneurial Pricing: the cinderella of marketing strategy. Leyland F Pitt, Pierre R Berthon, Michael H Morris. J of Management Decision 1997. Vol 35, issue 5. p344-50

Collaborative marketing in a premium wine region: the role of horizontal networks. Lewis G.K., Byrom. J, Grimmer, M. International Journal of Wine Business Research. Vol 27, Issue 3 p203-19

Financing Innovative Enterpreneurship. Alinejad, M. Balaguer, A., Hendrickson, L. 2015. Australian Government Research Paper 8/2015

Use Customer cash to finance your startup. Mullins,J. HBR July Aug 2013.

The lean startup: how today's entrepreneurs use continuous innovation to create radically successful businesses.RIES, E. (2011).

Other resources

Students are required to use online collaboration software including UTSOnline: http://online.uts.edu.au