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This course cannot be followed by students economics and business economics (U.S.E.).
Venture Marketing is one of the core courses in the Minor Entrepreneurship but is open to all students interested in marketing. Experience in or with small and medium sized businesses (SMEs) is not required, for the course will largely take an academic view to the subject. A business start-up a student may be working on/with can be taken in as part of the research project. The main theme in this course is how small and medium sized firms (SMEs) can create competitive advantage with limited marketing resources. During the course different marketing concepts will be introduced. We will focus on the marketing management process and on how competitive advantage can be created using market research, product development, pricing strategies and communication strategies. One of the objectives of this course is to teach students how to apply concepts, models and theories from the domain of marketing in specific (new) business situations. This will be accomplished by using case studies and a video (management) project.
Learning objectives
At the end of the course the student is able to:
- Explain how SMEs can implement marketing to gain competitive advantage;
- Generate, screen and develop ideas;
- Explain the use of different pricing strategies;
- Explain the use of distribution strategies to gain competitive advantage;
- Explain the difference between marketing and advertising;
- Explain and use different promotion strategies for SMEs.
Format
Lectures and tutorials:
- Lectures on Venture Marketing will be given once a week by the lecturer, guest speakers and students themselves;
- The tutorials are designed to apply the course material from the literature in various ways, during the tutorials different case studies, experiments and assignments will be discussed.
Assessment method
- A written exam (75% of the grade);
- A video project (25% of the grade)
Effort requirements
Students are required to have participated in at least 80% of all lectures and tutorials. Next to that they must have handed in all assignments on time (each day later, one point will be subtracted) and they must have contributed to the course by adding a case study, an interview or any other content to the BlackBoard-site.
Language of instruction
English.
Prerequisite knowledge
It is recommended that the students doing the minor Entrepreneurship have prior knowledge of the course ''Essentials of Business and Entrepreneurship'' (EC2EBE1/2/3/4).
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