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Entrepreneurial Marketing (MKTG20007)

Undergraduate level 2Points: 12.5On Campus (Parkville)

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Year of offer2018
Subject levelUndergraduate Level 2
Subject codeMKTG20007
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date

This subject is designed to provide a strong foundation in market development and entrepreneurship by reconciling the practical and theoretical concepts of going to market. This will involve an examination and understanding of various topics including: idea generation, market analysis, funding, pricing, customer alignment, and channel management. The emphasis of this course will be on the application of marketing paradigms to increase entrepreneurial success.

Intended learning outcomes

On successful completion of this subject a student should be able to:

  • Critically evaluate the viability of new market entry
  • Analyse marketing theory and frameworks in formulating business start-up strategy
  • Analyse marketing related issues unique to start-ups and small business
  • Construct a marketing plan for new business ventures

Generic skills

On successful completion of this subject, students should have improved the following generic skills:
• Critical thinking; objective creativity,
• Synthesis of data and other information;
• Evaluation of data and other information; receptiveness to alternative ideas.
• Oral communication; written communication;
• Collaborative learning; problem solving;
• Team work; application of theory to practice; accessing data and other information from a range of sources.

Last updated: 22 March 2018