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.

• 23 – 26

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.