Courses & Units

Entrepreneurial Marketing BAA538


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
Unit code BAA538
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Management

Dr Rajesh Rajaguru

Level Postgraduate
Available as student elective? Yes
Breadth Unit? No


This unit is currently unavailable.


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Learning Outcomes

LO1explain the theories underpinning entrepreneurial marketing and apply them to practice.
LO2analyse and solve entrepreneurial marketing problems.
LO3develop, 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.

Please note: international students should refer to this page to get an indicative course cost.



Report (40%), Workshop activities (25%),  Presentation (35%).

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