Marketing for Entrepreneurs & Innovators (2235.YR.006401.1)
General information
Type: |
OPT |
Curs: |
1 |
Period: |
S semester |
ECTS Credits: |
3 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| Year 1 |
Jan Brinckmann |
Dirección General y Estrategia |
ENG |
Course Learning Objectives
The course "Marketing for Entrepreneurs and Innovators? is aimed at students who plan to work in the field of entrepreneurship - this could be job profiles like founder, business unit manager, product manager, business developer, marketer, or salesperson. The course exposes you to core marketing concepts and methods used by startups competing in rapidly evolving and competitive environments. Students will study a spectrum of marketing instruments and methods that are especially suitable for entrepreneurial firms aiming for high growth and innovation, yet which only have limited resources and face industry dynamism. Students will work in teams on real marketing challenges with entrepreneurs or executives. The focus of this course is on hands-on experiences of innovative marketing practices as well as core quantitative methods and metrics in the domain.
At the end of the course, students will have a more profound understanding of
- Innovative marketing paradigms
- Marketing research in an environment of innovation and dynamism
- Gaining marketing advantages despite limited marketing resources
- Instruments to successfully launch and promote new offerings
- Quantitative marketing metrics such as customer lifetime value
Because there is no universal solution applicable to all decisions entrepreneurs face, this course is designed to help participants develop a flexible, methodical, and creative way of thinking about marketing in entrepreneurial settings.
Methodology
To achieve the objectives, the course is based on case studies, group exercises, and a mix of lectures, class discussions, and workshops.
Lecture/Discussion. The first sessions follow a lecture/discussion format. These sessions are devoted to the presentation and discussion of frameworks, concepts, and theories that are essential for entrepreneurial marketing practice.
The lecture/discussion sessions may be accompanied by assigned readings, which may be articles, book chapters, or class notes. During these sessions, I do not necessarily explain the readings; therefore, sessions do not substitute your reading or vice versa. However, I do expect that you debate some of the ideas and contribute to your experiences. I also expect from you that you read and study the assigned material before class, as this accelerates the pace of the session and makes discussions richer. The discussions in the classroom constitute an opportunity to defend your position and to learn from others by listening to their comments and criticisms ? everything in a "safe environment," where there are low risks when mistakes are made. Classrooms are our training environments to prepare you for business challenges.
Workshops. Some of the sessions will be workshops led by experienced practitioners. The workshops will allow you to get hands-on practice on how to tackle entrepreneurial marketing challenges. The final topics and exact dates of the workshops might be adjusted during the course.
Assessment criteria
Individual:
Class Participation: 15%
Individual Assignment: 30%
Group:
Project Presentation: 15%
Project Report: 40%
Timetable and sections
| Group |
Teacher |
Department |
| Year 1 |
Jan Brinckmann |
Dirección General y Estrategia |
Timetable Year 1
From 2024/2/26 to 2024/3/20:
Monday and Wednesday from 10:30 to 12:00.
Monday and Wednesday from 8:45 to 10:15.
Monday 2024/4/8 from 8:45 to 12:00.
