Programme Outlines and Overviews

Marketing strategies for new ventures, or start-up businesses, differ significantly from those used by large, established organisations and brands. New ventures often lack established trajectories, resources, and routines that characterise more mature companies. Successful new ventures prioritise the customer experience and tailor their marketing efforts to address the challenges of resource scarcity and high uncertainty, making these approaches relevant across various types of organisations. Entrepreneurial marketing equips you to create value under conditions of limited resources and high uncertainty, putting customers and their problems at the centre of everything you do. You will explore the fundamental intersection of entrepreneurship and marketing, working with core concepts like entrepreneurial opportunity recognition, effectuation versus causation approaches, and customer-centric business model development. The curriculum covers value proposition design, customer persona creation, and the strategic use of digital marketing channels specifically suited to resource-constrained environments. Research-based case studies and guest speakers from the startup community provide real-world context for these theoretical frameworks, while you experiment with lean marketing tools and growth-hacking techniques. Through intensive team-based project work, you will launch and market an actual small venture, designing and executing a complete entrepreneurial marketing campaign. By the end of the course, you will be able to critically compare entrepreneurial and traditional strategic marketing, choose and apply appropriate tools, and communicate your value proposition convincingly to target customers.