Tribhuvan University

Faculty of Management

Office of the Dean

Bachelor of Business Management (BBM)

Course Title: Entrepreneurial Marketing

Course Code: EED 214

Semester: Semester 7

Nature of Course: elective

Full Marks: 100

Pass Marks: 50

Credit Hours: 3 Cr.

Curriculum: BBM curriculum effective from 2021

Course Objective

The major objectives of this course are to understand basic marketing concepts/strategies in an entrepreneurial context, and to apply these concepts in an entrepreneurial marketing plan. The course will help the students to become familiar with the concept of an entrepreneurial marketing. Learning Outcomes: Understand the entrepreneurial mindset and the role of marketing in entrepreneurship Explore the process of identifying and evaluating entrepreneurial marketing opportunities Develop skills in entrepreneurial marketing. Learn about the entrepreneurial marketing strategies Understand in communication strategies and market analytics Understand the issues of new product development and marketing plan for entrepreneurs Learning strategies/Pedagogy: The following learning strategies should be used to deliver the course by the concerned faculty/ Instructors Case analysis and discussion Term paper writing Preparation of marketing plan and strategies Presentation: Individual and group work Assignment and thematic presentation

Course Contents:

Lecture hours show the approximate classroom time allocated to each unit.

Concept and characteristics of Entrepreneurial firms from a marketing perspective.
Concept and Features of Entrepreneurial Marketing. Proactive orientation. Innovativeness.
Focus on the Customer, Utilizing opportunity and Risk Management, Value Creation

Market Research: Concept and v alue of Market Research for an entrepreneurial firm.
Segmentation, Targeting and Positioning. Entrepreneurial Branding. Considerations and Challenges in building a strong brand. Need for new product development. Types of new products. Pricing. Pricing for entrepreneurial firms. Price sensitivity. Pricing strategies.

Going directly to the customer. Going directly to the retailer: Using Sales Agents.
Participate in established channel structure. Set up your own intermediaries . Deciding on the distribution channel and strategies

Communication strategies: concept and types. Creating a buzz. Myths of viral marketing.
Types of promotional Campaigns. Planning a promotional campaign. Establishing criteria for advertising success. Role of electronic media and social media in advertising and promotion. Market analytics: concept and approaches

Marketing considerations in New Product Development. Stages of New Product Development: Idea Generation , Idea Screening, Concept Development & Testing, Business Analysis, Beta Testing and Market Testing , Technical implementation , Commercialization. New Product Pricing. Ansoff Matrixand Four Alternative Marketing Strategies. Market Penetration , Product Development, Market Development and Diversification

Strategic marketing: Concept and types . Value creation, brand equity and customer sustainability. Investigate competitor dynamics & detect competitor strengths & weaknesses. Improve decision making processes by better linking marketing tools & techniques. Marketing Warfare Strategies. Offensive marketing warfare stra tegies and Defensive marketing warfare strategies . Pre-emptive strike. Flanking attack, Sequential strategies and Leapfrog strategies. Marketing Plan: concept, components and preparing the marketing plan.

Entrepreneurial Marketing

Syllabus