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Entrepreneurial Marketing

Code 14039
Year 1
Semester S2
ECTS Credits 6
Workload OT(15H)/TP(30H)
Scientific area Marketing
Entry requirements None
Learning outcomes Being able to carry out marketing actions in an entrepreneurial and creative way, in order to meet market opportunities.
Distinguish the particularities of Entrepreneurial Marketing
Use both Entrepreneurship and Marketing concepts to recognize market opportunities
Identify marketing’s role in each stage of the entrepreneurial process;
Be able to launch a new product or a new venture;
Generate and develop new ideas;
Know creativity techniques;
Use creativity techniques in the development of new products and ventures.
Syllabus Part 1 – Entrepreneurial Marketing
1.1 The link between Marketing and Entrepreneurship
1.2 Definition of Entrepreneurial Marketing
1.3 Economic importance of small businesses, new ventures and gazelles
1.4 Management in the context of SMEs
1.5 Marketing in the context of SMEs
1.6 Marketing competencies for entrepreneurs
1.7 Networks for entrepreneurial marketers
1.8 Marketing Research in high-tech markets
1.9 Research in Entrepreneurial Marketing

Part 2 – Creativity
2.1. Definition of Creativity and its Compositional Make-up
2.2. Flexibility of Schema, Thinking, and The Concept of Transfer
2.3. Creative Models
2.4. Attitudinal Change
2.5. Techniques for the Creative Process
2.6. Research in Marketing, Entrepreneurship and Creativity
Main Bibliography Carson, D, Cromie, S., McGowan, H., & Pauric, J. (1995). Marketing and entrepreneurship in SMEs - an innovative approach. Prentice Hall International.
Gardner, D. M., Johnson, F., Lee, M., & Wilkinson, I. (2000). A contingency approach to marketing high technology products. European Journal of Marketing, 34(9/10), 1053-1077.
Gartner, W. (1989). "Who is an Entrepreneur?" is the wrong question. Entrepreneurship: Theory&Practice, (Summer), 47-67.
Mohr, J., Sengupta, S., & Slater, S. (2009). Marketing of high-technology products and innovations (2ed.). Prentice Hall.
Ramocki, S. P. (2006). Essentials of creativity and creative behavior (2 ed.).
Slater, S. F., Hult, G. T. M., & Olson, E. M. (2007). On the importance of matching strategic behavior and target market selection to business strategy in high-tech markets. Journal of the Academy of Marketing Science, 35(1), 5-17.
Sternberg, R. J., with James C. Kaufman. (2010). The Cambridge Handbook of Creativity. Cambridge Uni. Press.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2023-06-15

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