Entrepreneurial Marketing

Tags

SB&E

Admissions requirements

Entrepreneurial production

Description

This course is all about execution. That is, can you create, communicate, deliver, and exchange market offerings that have value for customers? Everyone can design a product that appeals to themselves. The challenge is to design and deliver a product that appeals to others. Entrepreneurial Production was about design; this course is about identifying and contacting clients for whom you create products. In this marketing class we will discuss and practice bringing your idea to market. Who is the client? How to convince this client? By focusing on marketing and entrepreneurship you will learn how to develop an entrepreneurial marketing plan in which you justify the viability of your product (idea), and the way you want to launch/market it through modern, integrated concepts such as crowdfunding. The goal in this class is not just to “satisfy desire” — it’s to deliver, communicate and capture value (i.e., to get paid).

Course objectives

The objective of this course is to introduce students to the basics of marketing practice and theory, and the recent developments relevant to successful entrepreneurship.

1. Discuss the role of marketing in a societal as well as an entrepreneurial context.
   2. Get knowledge of the latest trends in (online) marketing and know to apply this in the context of big data and marketing analytics.
   3. Apply fundamental marketing concepts to real-life cases and entrepreneurship.
   4. Get knowledge of the steps in the marketing process and explain with which strategies and tactics marketing contributes to value creation and customer satisfaction.
   5. Analyze customer behaviour with regard to the product’s life cycle, adoption and portfolio
   6. Create a brief marketing analysis and a marketing plan for a startup by applying knowledge of the marketing mix. Reflect on the viability of your product, related to the product launch. Propose a product launch through modern, integrated concepts such as crowdfunding.

Timetable

Once available, timetables will be published here.

Mode of instruction

1. Introduction to marketing – theory and practice
   2. Consumer behavior and targeting
   3. Marketing Execution: Products and services
   4. Marketing Execution: Pricing
   5. Marketing Execution: Channel management
   6. Marketing Execution: Communication
   7. Product Launch

Assessment

• Individual written assignments – case study analysis (30%)

• Group presentation on marketing and sales plan (15%)

• Group report on marketing and sales plan (20%)

• Individual final exam (20%)

• Participation (15%)

Blackboard

There will be a Blackboard site available for this course. Students will be enrolled at least one week before the start of classes.

Reading list

• Gary Armstrong and Philip Kotler – Marketing, An Introduction, Pearson, Global Edition, Thirteenth Edition, 2016, ISBN-13: 9781292146508

• Academic articles and business cases supplied by the lecturer(s)

Registration

This course is open to LUC students and LUC exchange students. Registration is coordinated by the Curriculum Coordinator. Interested non-LUC students should contact course.administration@luc.leidenuniv.nl.

Contact

• Course convener: drs. N.J.C. van de Ven

• Address: Steenschuur 25, kamer B 3.07

• Availability: Monday till Friday 09.00-17.00 (with the exception of Wednesday)

• Phone: 071 – 527 8803

• E-mail: n.j.c.van.de.ven@law.leidenuniv.nl

Institute/department

• Institute of Tax Law and Economics

• Department of Business Studies

• Room secretariat: B 3.11

• Open: Monday till Friday 09.00-17.00

• Phone: 071 – 527 7851

• E-mail: “bedrijfswetenschappen@law.leidenuniv.nl“

Remarks