Entrepreneurial Marketing

• Design a viable business solutions for a particular product/service, using Design Thinking principles
• List the various conceptualizations of the market and describe the qualification of a product on the market
• Understand the interplay among value, behavioral change and business model
• Understand and follow customer development process (customer discovery, customer validation, customer creation and customer building)
• Analyze how organizations use the marketing mix to market products/services to their target customers
• Explain fundamental concepts of business strategy
• Explain and use fundamental concepts of branding and advertising techniques
• Apply strategic pricing to a product/service
• Conduct market analysis for a particular product/service
• Understand and apply digital marketing tools to a particular product/service
• Analyse the relation between a product and its market using the theoretical perspectives of the course curriculum

The students will be asked to develop a marketing planning with respect to a specific product/service, following a customer development process. The course will enable the students to think strategically about developing customers through various approaches in entrepreneurial marketing. The course is based on a combination of empirical examples, theories and concepts about market, business design, strategy and marketing.

Bachelor in Design and Innovation or equivalent

Class teaching going through theory and examples. Parallel with project work in groups.

Minimum: 15.

Please be aware that this course will only be held if the required minimum number of participants is met. You will be informed 8 days before the start of the course, whether the course will be held.