Entrepreneurial Marketing

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBB117A05
Vaknaam Entrepreneurial Marketing
Niveau(s) uitwisseling, facultaire minor
Voertaal Engels
Periode semester I a
ECTS 5
Rooster rooster

Uitgebreide vaknaam Entrepreneurial Marketing
Leerdoelen This course is part of the minor Innovation & Entrepreneurship (in collaboration with UGCE), and is of interest to students who want to learn how start-up firms and established companies develop new business propositions.
Upon completion of the course the student is able to:
1. Understand the basic concept and ingredients of entrepreneurial marketing.
2. Combine concepts from the disciplines of marketing, innovation and entrepreneurship.
3. Apply theoretical concepts about entrepreneurial marketing to real-life business situations.
Omschrijving With traditional marketing, a firm operates in a stable market environment and addresses clearly perceived customer needs. In contrast, entrepreneurial marketing refers to situations where the environment is uncertain, market conditions change rapidly, and customer needs are not clear. It combines the disciplines of marketing, entrepreneurship and innovation. Here, firms are searching for new opportunities to create value for customers, and ways to translate their creative ideas into a viable business.
Entrepreneurial marketing is not about selecting the right advertising strategy or setting the right price. It is about identifying interesting opportunities, based on innovative technologies and rapidly changing markets, and developing a business model that allows the firm to create and deliver superior value to customers while earning profitable returns. Entrepreneurial marketing is relevant for both (a) start-up firms and (b) established firms that want to create a new business.
The course is structured around three key issues:
1. Identifying opportunities, where firms look for interesting opportunities to create superior value to customers; e.g. based on innovative new technology, creative combination of existing ideas or changing customer needs (including market sensing techniques).
2. Developing a business model, where firms translate their innovative idea into a viable business that satisfies two key objectives: (a) delivering superior value to customers and (b) attaining the goals of the firm such as delivering profitable returns and/or societal value.
3. Implementing the marketing strategy, where firms develop a compelling value proposition for customers and implement the accompanying processes that are required to deliver that value to customers.
Uren per week 3
Onderwijsvorm hoor- en werkcolleges
(Lectures plus assignments, which are related to the course "Project Innovation & Entrepreneurship" (semester 1b))
Toetsvorm opdracht(en), schriftelijk tentamen met open vragen
Vaksoort bachelor
Coördinator dr. W.G. Biemans
Docent(en) dr. W.G. Biemans ,dr. ir. M.J. Gijsenberg ,dr. K.R.E. Huizingh
Verplichte literatuur
Titel Auteur ISBN Prijs
Entrepreneurship: successfully launching new ventures, 5th global edition, Pearson, 2015 Barringer, B.R., D. Ireland 9781292095370 ca. €  60,00
Selection of academic papers (published on Nestor) Various
Entreevoorwaarden - Propaedeutics
- This course has a limited number of participants and can only be taken in combination with the other courses of the minor Innovation & Entrepreneurship.
Final admission to the minor is based on a letter of motivation (including resume), which needs to be submitted to the coordinator of the minor (f.d.streefland@rug.nl) on July 1st of the academic year, prior to the academic year in which the student wants to do the minor, at the latest.
Opmerkingen For more information contact the coordinator: e-mail w.g.biemans@rug.nl.
Opgenomen in
Opleiding Jaar Periode Type
BSc Bedrijfskunde/Bdk  (minor Innovation & Entrepreneurship) 3 semester I a verplicht
BSc Industrial Engineering and Management  (Optional Modules Production Technology and Logistics ) - semester I a Part of Minor I&E*
BSc Industrial Engineering and Management  (Optional Modules Product and Process Technology) - semester I a Part of Minor I&E*
Courses open to Exchange Students (BSc)  (Courses open to Exchange Students (BSc) with limited access) 3 semester I a keuze