L T P C Hrs

P20MSEE05 ENTREPRENEURIAL MARKETING 3 1 0 4 60

Course Objectives
 To develop strategies to pitch the product/service to the potential customers.
 To equip the students with segmentation of market and positioning to customers.
 To Identify effective selling messages.
 To Increase your understanding of your customers and the best ways to reach them and keep them.
 Gain practical skills and tips to help you start marketing your business today.

Course Outcomes
After completion of the course, the students will be able to
CO1 - Possess an understanding of your customers to support your marketing efforts.
CO2 - Know the steps to build a strong brand.
CO3 - Have a marketing calendar and budget.
CO4 - Know which marketing tools will be most effective for your business.
CO5 - Have key selling messages for your business

UNIT I INTRODUCTION (12

Hrs)
Entrepreneurship as Opportunity Seeking – Marketing and Sales – Evaluation Criteria of Experienced
Entrepreneur –Role of marketing – Entrepreneurial marketing strategy

UNIT II MARKET STUDY (12

Hrs)
Conceptualizing the market – Importance of customer segmentation –Understanding customer value –
targeting using effectuation –developing a positioning statement

UNIT III ENTERPRISE PROMOTION (12 Hrs)

Sales learning curve – Sales process and activities – Developing customer relationships – Developing the
sales message – Managing customer expectations

UNIT IV EVALUATE PERCEIVED VALUE (12 Hrs)

Price and perceived value – Perceived value in use for business to business products – Pricing of Intellectual
property – Customer determined pricing – Revisiting costs in determining price – Methods for determining
price at alternative price levels

UNIT V APPLICATIONS OF TOOLS (12 Hrs)

Viral marketing – Event marketing –Product Placements – Campaign Management

Text Books
1. Edwin J. Nijssen, Entrepreneurial Marketing: An Effectual Approach, Taylor & Francis, 2017
2. Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau, Jeffrey Babin, Marketing That Works: How
Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company‖, Pearson Education, 2015

Reference Books
1. Jeffry A. Timmons, Stephen Spinelli, “New Venture Creation”, 7th ed, Tata Mcgraw Hill Education 2009.
2. A Sahay and V Sharma, “Entrepreneurship and New Venture Creation”, Excel Books 2010.
3. D.F.Kuratko and T.V.Rao (2016), Entrepreneurship: A South Asian Perspective, Cengage Learning.
4. Abrams (2016). The Successful Business Plan: Secrets and Strategies. Planning Shop, USA, 6th Edition.
5. Raj Shankar (2012). Entrepreneurship: Theory & Practice. Vijay Nicole

Web References
1. https://swayam.gov.in/nd2_cec20_mg19/preview
2. https://swayam.gov.in/nd1_noc20_mg46/preview
3. https://www.entrepreneur.com/encyclopedia/market-research
4. Journal of Entrepreneurship and Innovation in Emerging Economies – SAGE Publishing
5. Journal of Entrepreneurship in Emerging Economies – Emerald Publishing