Start-ups are identified as the sources of technological innovations and major contributors to any economy system. At the same time these entrepreneurial firms experience high failure rates worldwide. To a large extent the high failure rates are explained by a lack of marketing understanding in start-ups. In the past decade an advanced view has emerged highlighting marketing as a complementary discipline to entrepreneurship to help strengthening the capabilities of the start-ups. Comparing to on-going large businesses, start-ups may encounter different issues in marketing, take different approaches to establish relationships with industrial customers, and apply different marketing strategies at the start-up stage.
This unit explores the concepts and principals underpinning entrepreneurial marketing. This unit will develop students’ knowledge of entrepreneurial marketing in business to business and business to consumer sectors. It will develop students’ knowledge and skills to understand, analyse and apply theory and principles of entrepreneurial marketing to build relationships and effectively target customers with novel products and services.
|Unit name||Entrepreneurial Marketing|
|Faculty/School||College of Business & Economics
Tasmanian School of Business and Economics
|Available as student elective?||Yes|
This unit is currently unavailable.
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Unit census dates currently displaying for 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2020.
|LO1||explain the theories underpinning entrepreneurial marketing and apply them to practice.|
|LO2||analyse and solve entrepreneurial marketing problems.|
|LO3||develop, communicate and justify a marketing plan for a start-up or an entrepreneurial firm.|
|Band||CSP Student Contribution||Full Fee Paying (domestic)||Field of Education|
|3||2020: $1,394.00||2020: $3,545.00||080505|
Fees for next year will be published in October. The fees above only apply for the year shown.
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Report (40%), Workshop activities (25%), Presentation (35%).
|Timetable||View the lecture timetable | View the full unit timetable|
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