Entrepreneurial Commercialisation
This course is also an elective in the MBA program. Course code BUSS 5299 (was previously called Entrepreneurial Marketing G)
| Check the Answers to Frequently Asked Questions for this course |
Next scheduled: This course is scheduled in SP3 (face to face delivery only). Refer to the detailed course timetables. Put the seminar and workshop dates in your diary!
If you have any difficulties in applying, or in enrolling, or wish to enrol after the cut-off date, then please contact Kellie Willason in the School of Management, preferably by e-mail, or by phone (8302 0935).
Pre-requisite(s): None, but you will find it easier if you have completed Entrepreneurial Foundations and if you have studied marketing in the past.
Course Coordinator: Peter Balan.
Course home page: follow this link Please note that the key dates (census and withdrawal dates) for all courses are on the "Class Timetable" page that you can access from the course home page.
Teaching and learning arrangements
The course will be run in intensive mode. We regret that this course is not available in external or online mode.
Aim
To develop an understanding of the concepts and practice of marketing in entrepreneurial ventures when introducing new products and services into local and international markets, especially with limited resources.
Innovative marketing is a requirement for any business. This course addresses the concepts and practice of marketing in entrepreneurial ventures when introducing new products and services into local and international markets, especially with limited resources. It also includes considerations of marketing new technologies in situations of high market uncertainty, the relationship between marketing and the commercialisation process, marketing as co-creation of value with the customer, and the linkages between marketing, entrepreneurship and culture. There is a focus on how to build relationships to support local and international marketing and the financial implications of marketing decisions.
On completion of the course the student should be able to:
recognise the problems and issues that face the manager who is dealing with
the marketing of new products or services developed by an entrepreneurial
enterprise;
explain the role of marketing practices in the process of developing an idea
into a new product or service targeting international markets;
describe the frameworks and decision making tools to successfully manage
strategic and operational decision-making in the area of marketing in an
entrepreneurial venture.
Syllabus
- Entrepreneurial marketing - low-cost approaches for effective marketing mix planning and implementation under conditions of rapid change and high risk and uncertainty;
- Marketing, entrepreneurship and culture;
- Marketing in the entrepreneurial era;
- Dealing with technological and market uncertainty;
- Marketing and the commercialisation process;
- Supply-side marketing;
- Organisation and management of the interface between marketing, R & D and production;
- Marketing as co-creation of value with the customer;
- Collaboration and strategic partnering approaches and practice for building relationships to support local and international marketing;
- Financial implications of marketing decisions;
- Using marketing advisors and support services.
Teaching and Learning Arrangements
This course is run in intensive mode only (face to face). We regret that it is not available in external or on-line mode. Lecture/seminar sessions are conducted over 3.5 full days, and these are followed by optional workshops conducted over the next 6 weeks (check the detailed timetable). Altogether, these formal sessions are equivalent to a standard semester-long course. Lecture/seminar and workshop sessions are supplemented by independent study, and teamwork. This course therefore requires 120 hours of student time - which is the same as a standard semester-long course.
Please note that, although the teaching and learning arrangements may look similar to the undergraduate course "Entrepreneurial Marketing for New Ventures", there are significant differences in the way that the course is developed and assessed. In addition, check the answers to FAQ for this course for detailed comments about course delivery.
Assessment
Individual Case Study Report (1000 words): 15%
Individual Case Study Report (3500 words): 70%
Individual Case Study Presentation: 15%
Textbooks
Schindehutte, M, Pitt, L & Morris, M 2008, Rethinking Marketing: The Entrepreneurial Imperative, Pearson, New York
Recommended reading
Geroski, Paul (2003). The Evolution of New Markets. Oxford University Press, UK. City West Library 658.8 G377.
Jolly, V.K. (1997). Commercializing New Technologies, Harvard Business School Press, Boston, USA.
Lodish, Leonard, Howard Lee Morgan, & Amy Kallianpur (2001). Entrepreneurial Marketing. John Wiley, New York. [Very readable, though a bit lacking on the theoretical side - this is the textbook for the undergraduate version of this course, so copies will be available at the university bookshop.]
Mohr, Jakki (2001). Marketing of High-Technology Products and Innovations, Prentice Hall, New Jersey.
Moore, Geoffrey A.(1999). Crossing the Chasm (2nd edition), Capstone, Oxford, UK.
Balan, Peter (1991). Creating Achievable Marketing Plans (2nd edition). Polyglot, Adelaide.
Journals: the journals covering this area most thoroughly are the Journal of Business Venturing, European Journal of Marketing, Marketing Intelligence and Planning, and Technovation.
Sessions and modules
This course will consist of seven half-day sessions. Each session will consist of three modules, with each module lasting about one hour. Each module has 5 main components:
1. Introduction to the topic - not covering anything substantive: the exact topic covered by this module, how it links in with previous and forthcoming topics, resources available for it (textbook, readings, etc.), and work required. Ends with initial questions from students.
2. Lecture on the topic. The key issues, and how they fit together. This is an overview, and does not go into detail (that is left for students reading.
3. Exercise on this topic - working alone, or in small teams, each with 3 or 4 students.
4. Feedback from groups to whole class, with responses by lecturer.
5. Comment by lecturer on practical outcomes, contribution to theory, and answers to further questions.
Details of ssessions and modules
| Session 1: The basics of marketing | Introduction to the course The marketing essentials Models of marketing -- Galaxy |
| Session 2: Entrepreneurial marketing | Entrepreneurial aspects of marketing Entrepreneurial positioning and targeting Entrepreneurial scenarios |
| Session 3:Preparing from marketing plan | The marketing planning process Secondary market research Primary market research |
| Session 4: Promotion and pricing | Communications planning Publicity and other channels Entrepreneurial pricing |
| Session 5: Reaching the customer | Distribution channels Direct marketing Online marketing |
| Session 6: Marketing technology using relationships | Innovation and new product development Adoption of innovation Co-development through lead users |
| Session 7: Assembling the marketing plan | Marketing through networks Budgeting and marketing Putting together the marketing plan Course overview |
Workshops
Following the main sessions will be a series of workshops, in which the student teams can work together on their marketing plan. Throughout these workshops, the lecturer will be present to answer any questions and give assistance.
Frequently asked questions
This page answers most of the questions asked so far by intending students.