JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

22MBA25E5: ENTREPRENEURIAL MARKETING

MBA (R22)

Course Objective:

To enable understanding of the importance of Entrepreneurial Marketing.
To help learn how companies master structures of organizational growth.
To impart knowledge of various aspects in Growth Strategies.
To elucidate various aspects in Entrepreneurial Market Development Strategies.
To elaborate on the Entrepreneurial Marketing Tools.

Course Outcome

Students will be able to:

Understand Marketing mix of an enterprise.
Learn the Growth and marketing strategies.
Learn Market Development strategies.
Understand entrepreneurial communication.
Understand the importance of entrepreneurial marketing.

UNIT - I: Introduction to Entrepreneurial Marketing

Meaning, Characteristics, Functions, Marketing

Challenges, Marketing Mix (6P’s). Identifying Entrepreneurial Marketing Opportunities, Market Research, Demand Forecasting.

UNIT - II: Enterprise Growth

Concept of Enterprise Growth, Forms, Types, Structures of

Organizational Growth, Gazelles and Mice, Growth Objectives, Operative and Strategic Targets, Growth Analysis, Portfolio Analysis, ERRC Grid, SWOT Analysis, and Raising Entrepreneurial Finance.

UNIT - III: Growth Strategies and Models

Growth Strategies: Concept and Forms, Internal, External

and Co-operative Growth strategies. Growth Models: Lifecycle and Phase Model, Integrated Lifecycle Model (Evolutionary), Greiner’s Growth Model (Revolutionary), and Complexity Management (Process) Model.

UNIT - IV: Entrepreneurial Market Development Strategies

Positioning, Segmentation, Targeting,

Entrepreneurial Communication Strategy, Entrepreneurial Pricing Strategy, Entrepreneurial Distribution Strategy, Building Customer Relationships, Marketing Plans.

UNIT - V: Entrepreneurial Marketing Tools

Concept, Guerrilla Marketing, Ambush / Free-ride

Marketing., Tools of Entrepreneurial Marketing: Buzz, social media, Viral Marketing.