Future Students - Courses

Entrepreneurial and Innovative Marketing

Unit Code: HEI731

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One Teaching Period	36 hours	Hawthorn	HEI631 New Venture Marketing

Credit Points: 12.5 Credit Points

Aims & Objectives:

This unit will introduce the concept of entrepreneurial marketing and integrated marketing communications in entrepreneurial ventures. It continues from HEI 631 New Venture Marketing, and integrates creating, winning and retaining customers in high-growth businesses. The unit forms part of stage 2 of the MEI, planning and managing rapid growth.

On completion of this unit students should be able to:

demonstrate the development and implementation of integrated marketing communications to acquire and retain niche markets
apply theoretical models and understanding to their own environment and situations
critique, defend and apply the various facets of entrepreneurial marketing practice
apply creative and innovative solutions.

Teaching Methods:

Classroom, and online delivery, via a combination of presentations, discussions, case studies, practical activities and, where appropriate, experiential activities. Incorporating ongoing innovative entrepreneurship teaching pedagogies.

Assessment:

Participation (in class graded activity) 15-25%
Individual project and presentation 35-45%
Group project and presentation 35-45%

Generic Skills Outcomes:

Swinburne University of Technology works to produce higher education graduates who are capable in their chosen profession. Learners bring to Swinburne University of Technology a diverse wealth of experiences and graduate with individual understandings, abilities and attitudes.

Within this context it is the intent of unit HEI731 Entrepreneurial and Innovative Marketing that students develop the following key generic skills:

Marketing skills
Leadership skills
Teamwork skills
Analysis skills
Problem solving skills
Communication skills
Ability to tackle unfamiliar problems
Ability to work independently

Content:

Fundamental concepts, issues and debates of entrepreneurial and innovative marketing
Key economic theory relative to entrepreneurial marketing
Models of entrepreneurial and innovative marketing
Models of integrated marketing communications
Creating, winning and retaining customers
Services marketing and the service profit chain
New trends, new media, new opportunities
Social marketing initiatives, including viral, buzz and network marketing
Low-cost innovative marketing, including podcasts, blogs, online advertising, direct marketing and guerrilla marketing
Applied creativity and innovation
Synergistic sales activities

Textbooks:

Appropriate texts are being evaluated

References:

A set of current and relevant readings will be developed