Course: Entrepreneurial Marketing (5703-431)

Persons:

• Prof. Dr. Andreas Kuckertz (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

This course gives an overview of the relationship between marketing and Entrepreneurial Marketing, reviews the creation of new markets, discusses the alternatives of innovations in new founding companies (development of new products/ service innovation/ business model innovation), shows options for differentiating, positioning and branding of start-up companies, acquaintances with appropriate price strategies and focuses on innovative approaches of entrepreneurial marketing, which result from the resource-constraint situation of founding companies. Furthermore, the course also emphasizes that the concept of Entrepreneurial Marketing exhibits a considerable potential to positively affect the marketing of established companies.

Literature:

Kuckertz, Andreas (2015): Management - Entrepreneurial Marketing.
Wiesbaden: Springer Gabler.

Location:

Hohenheim

Module:

• 5703-430 Entrepreneurial Marketing (compulsory)

eLearning:

Course in ILIAS