| CODE | EBI5003 | ||||||||||||
| TITLE | Marketing and Strategy for Entrepreneurs | ||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||
| MQF LEVEL | 7 | ||||||||||||
| ECTS CREDITS | 5 | ||||||||||||
| DEPARTMENT | Centre for Entrepreneurship and Business Incubation | ||||||||||||
| DESCRIPTION | This study-unit uses a combination of business theory and practical activities to enable students to gain a clear understanding of the principles and processes of marketing from undertaking basic market research to developing a complete marketing proposition. This study-unit develops a broad knowledge and understanding of: Market research and analysis of data; the development of new markets and the development of markets towards maturity; customer expectations, service and orientation; competing against established businesses and establishing the Unique Selling Proposition (USP). Content: 1. Entrepreneurial strategy 2. Strategic market research 3. Marketing mix strategies 4. Customers: focus and feedback 5. Developing a marketing plan Reading List: Recommended reading - McDONALD, M and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed. Chichester: John Wiley & Sons. Suggested alternative reading - SCHULTZ, D.E., TANNENBAUM, S and LAUTERBORN, R.F. (2000) Integrated Marketing Communications: Putting It Together & Making It Work. Lincolnwood: NTC Business Books. - MOORE, G. (2014) Crossing the Chasm. Harper Business. |
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| ADDITIONAL NOTES | Pre-requisite Study-unit: EBI5001 | ||||||||||||
| STUDY-UNIT TYPE | Lecture | ||||||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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