Module: Entrepreneurial Marketing Strategy

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Entrepreneurial Marketing Strategy
Module Code	MG341 (ITS) / MAD1013 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Joanne Lynch
Module Teachers	John Cusack
NFQ level	8	Credit Rating	10
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

Coursework Only

Description

This module provides an in-depth understanding of marketing theory, concepts and tools to create effective marketing strategies. Adopting an entrepreneurial marketing orientation is critical to sustained business growth for both large and small firms. The module takes the perspective that entrepreneurial marketing can be applied to any firm that practices marketing with an entrepreneurial mindset, irrespective of firm size. However, a key objective of the module is to encourage students to consider the marketing challenges faced by start-ups and early stage entrepreneurs and to develop creative and innovative approaches to marketing strategy. Entrepreneurial marketing draws on core marketing concepts and theories while seeking to develop proactive thinking on the identification of new markets, innovative creation of new products, implementation of strategic marketing initiatives and the creation of superior value propositions for customers and markets. The module will enable students to develop skills in analysing and solving marketing problems and will provide a strong understanding of the key role of marketing strategy in entrepreneurial success. The successful implementation of an entrepreneurial idea requires a strong emphasis on marketing planning to manage the development and refinement of marketing practices as businesses grow and expand. The course will focus on firms in a variety of B2C and B2B sectors including technology, services, food and drink, retail, tourism and hospitality. Students will learn from the marketing experiences of real entrepreneurs through guest speakers, case studies and live client projects. The module utilises an experiential learning pedagogy to encourage the development of reflective marketing practitioners.

Learning Outcomes

1. Demonstrate knowledge and understanding of key concepts and models in marketing to guide the development and implementation of marketing strategies in entrepreneurial firms.
2. Research and analyse marketing problems and provide solutions based on a critical examination of marketing information.
3. Analyse the challenges encountered in the planning process for new products and businesses and recommend appropriate strategies that align the firm’s competencies and resources with market opportunities.
4. Design and communicate operational marketing plans for entrepreneurial businesses, demonstrating best use of limited resources to enable the firm to establish a viable presence in the market.
5. Evaluate the key role of selling, negotiation and networking in building and maintaining customer relationships.
6. Demonstrate reflective practice for personal and professional growth through teamwork, self and peer review, and reflexive dialogue.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	48	Lectures on entrepreneurial marketing and sales topics
Seminars	12	Guest speakers and live case client visits
Portfolio Preparation	118	Completion of entrepreneurial marketing strategy eportfolio
Class Presentation	10	Case study analysis and presentation
Group work	20	Live client case analysis and presentation
Independent Study	42	Class and assignment preparation
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Foundation for entrepreneurial marketing
The interface between entrepreneurship and marketing. Effectuation processes and entrepreneurial marketing. Impact of digital and other technologies on marketing management and practice. Born global internationalisation.

Analysis of market opportunities and company capabilities
Strategic perspectives of business and marketing decision-making. Finding and evaluating the right marketing opportunities. Market sensing and learning. Frameworks for customer, competitor and company analysis. Matching internal capabilities to manage the marketing process.

Key issues in formulating an entrepreneurial marketing strategy
Identifying current and future competitive positions. Formulating segmentation, targeting and positioning strategies. Creating a sustainable competitive advantage. Developing and communicating a value proposition.

The entrepreneurial marketing planning process
Value-based planning and marketing in an entrepreneurial context. Competing through innovative and adaptive marketing mix strategies. Using technology to develop innovative product and service propositions. Building and sustaining an entrepreneurial brand. Pricing and omni channel distribution strategies. Engaging buyers with social and digital media. Developing sales processes and systems for entrepreneurial ventures. International entrepreneurial marketing. Metrics and implementation controls.

Personal selling and sales management
Understanding buyer behaviour in consumer and B2B markets. Key steps in the personal selling process including prospecting and qualifying leads, communicating the sales message, sales negotiations and closing. Utilising social selling. Understanding the ethical issues associated with personal selling. Salesperson selection, motivation, training and evaluation.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Assignment	Case study analysis and presentation	10%	As required
Group project	Live case analysis and presentation	20%	As required
Assignment	Sales pitch presentation	10%	n/a
Portfolio	Entrepreneurial Marketing Strategy Portfolio	60%	n/a

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Nijssen, E.J.: 2017, Entrepreneurial marketing : an effectual approach, 2nd edition, Routledge Taylor & Francis Group, New York,
Chaston, I: 2015, Entrepreneurial Marketing: Sustaining growth in all organizations, MacMillan International Higher Education,
Lodish, L. M. et al.: 2015, Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Pearson Education,
West, D., Ford, J. and E. Ibrahim: 2015, Strategic Marketing, Creating Competitive Advantage, Third, Oxford,
Hooley, B., Nicoulaud, B., Rudd, J.M., and N. Lee: 2020, Marketing Strategy and Competitive Positioning, Seventh, Pearson,

Other Resources

None