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Marketing for Entrepreneurs (MKTG90025)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

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Semester 1
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This subject is designed to provide a strong foundation in marketing techniques for startup businesses by reconciling the practical and theoretical concepts of building new brands. This will involve an examination and understanding of various topics including: idea generation, market analysis, customer alignment, and maximum impact branding techniques. The emphasis of this course will be on the application of marketing paradigms to increase entrepreneurial success, with a particularly strong emphasis on brand building.

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 a start-up strategy;
  • Analyse marketing related issues unique to start-ups and small business; and
  • Construct a campaign plan for new marketing ventures.

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • Critical thinking;
  • Creativity;
  • Synthesis of market data;
  • Evaluation of data and other information;
  • Receptiveness to alternative ideas;
  • Oral communication; written communication;
  • Collaborative learning; problem solving; and
  • Team work; application of theory to practice; accessing data and other information from a range of sources.

Last updated: 9 April 2024