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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.
Teaching Methodologies and Assessment Criteria The primary learning developed by the students is however in the field of "Know-how".
It is not enough to know what an entrepreneur is, but we have to do as an entrepreneur, which students do by developing a Real Business, individually, with products, customers and real investors.
The "creativity activity" leads students to put into practice the techniques of the creative process discussed in classes.
"Tell a story" is a storytelling activity, a technique increasingly used in the field of business in particular and organisations in general.
With "Role Theory" as the framework, students should study and develop stories of entrepreneurs, whether successful or not.
EVALUATION CRITERIA:
1. Participation and Assertiveness in classes, in several "Case Studies": 10%
2. Individual Presentation: Pitch in the classroom of a "Small Big Idea": 25%
3. Individual work - Research: "Entrepreneurship and Creativity": 25%
4. Group Work "Entrepreneurial Marketing Project": 40%
Language Portuguese. Tutorial support is available in English.
Last updated on: 2022-06-17

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