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New Venture Marketing

Unit Code: HEI631

Duration

Contact Hours

Campus

Prerequisite

Corequisite

One Teaching Period

36 hours

Hawthorn

Nil

Nil

Credit Points: 12.5 Credit Points

> Related Course/s
> Teaching Methods
> Assessment
> Aims & Objectives
> Generic Skills Outcomes
> Content
> Textbooks
> References

Related Course/s:

A unit of study in the Master of Entrepreneurship and Innovation suite.


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Aims & Objectives:

This unit introduces the concept of marketing as it relates to entrepreneurial ventures. It introduces marketing concepts and in particular introduces qualitative and quantitative market research techniques that help the entrepreneur assess demand for a good or service and determine how to maximally implement a desirable product opportunity in the target market in order to make market-driven rather than product-driven decisions. The unit forms part of stage 1 of the MEI, assessing new ventures and opportunities. It continues in stage 2 with Entrepreneurial and Innovative Marketing.

On completion of this unit students should be able to:
  • identify, construct and research niche markets; 
  • be able to apply theoretical models and understanding to their own environment and situations; 
  • critique, defend and apply the various facets of entrepreneurial marketing practice.


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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.

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Assessment:

Class participation (in class graded activity) 5-15%
Individual minor project report and presentation 15-25%
Individual major project report 25-35%
Group project progress report and presentation 5-15%
Group project final report and presentation 25-35%


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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 HEI631 New Venture Marketing that students develop the following key generic skills:
  • Marketing SkillsTeamwork skills
  • Analysis skills
  • Problem solving skills
  • Communication skills
  • Ability to tackle unfamiliar problems
  • Ability to work independently


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Content:

  • Entrepreneurial marketing strategy
  • Marketing research
  • Customer behaviour
  • Segmenting, targeting, positioning and branding
  • New product strategy
  • Integrated marketing communications
  • Pricing
  • Placement (distribution)
  • Services marketing and customer relationship marketing (CRM)

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Textbooks:

Hoffman, KD, Czinkota, MR, Dickson, PR, Dunne, P, Griffin, A, Hutt, MD, Krishnan, BC, Lusch, RF, Ronkainen, IA, Rosenbloom, B, Sheth, JN, Shimp, TA, Siguaw, JA, Simpson, PM, Speh, TW & Urbany, JE 2005, Marketing principles and best practices, 3rd Int. edn., Mason, Thomson South-Western.

Cohen WA 2006, The marketing plan, 5th edn., Hoboken, Wiley.

 

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References:

A variety of references which appear in the unit outline.


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