ENTREPRENEURIAL MARKETING (5 Credits)

Learning Outcomes:

Explain the term of entrepreneurial marketing and marketing plan application in current situation; Identify the markets, customer, segments, competitive position, and potential target markets; Construct framework for understanding marketing challenges and opportunities to setting strategic marketing objective in development of competitive advantage; Construct in-depth knowledge and provide specific recommendation of the four P’s of strategic marketing: Product, Price, Place, and Promotion; Apply key entrepreneurial marketing terms, concepts, and fundamental strategies; Arrange a marketing plan for business case.

Topics:

1. Introduction to Marketing Plan;
2. Analyzing The Current Situation;
3. Understanding Markets and Customers;
4. Planning Segmentation, Targeting, and Positioning;
5. Planning Direction, Objectives, and Marketing Support;
6. Developing Product and Brand Strategy;
7. Developing Pricing Strategy;
8. Developing Channel and Logistics Strategy;
9. Developing Marketing Communications and Influence Strategy;
10. Planning Metrics and Implementation Control;
11. Case Study 1;
12. Case Study 2;
13. Sample marketing Plan;
14. Group Presentation;
15. Case Study 3;
16. Group Presentation 2;
17. Customer Insight and Market Analysis;
18. Business Model Environment;
19. New Product Development;
20. Prototyping Products or Services;
21. Revaluate Product or Services Prototype;
22. Design Process.