Marketing & Entrepreneurship

Subject description Subject title: Entrepreneurship and marketing Content: Marketing and Entrepreneurship largely determines the fate of business owners and SMEs around the world - their success, their growth, their profitability. What does marketing and entrepreneurship in SMEs mean? This is an intriguing question from many perspectives. Marketing is a business philosophy, based on the principle of putting the customer first. In the SME the critical success factors relevant to marketing decision making will generally be those related to the success or failure of the entire company. It is apparent that marketing in SMEs is often fundamentally different and more successful than in large firms. But what are the crucial factors for successful marketing in SMEs? This project aims to discover the particularities of marketing in small and medium sized enterprises Learning objectives: • The student will understand the role of marketing in the context of the small and middle sized enterprise. • The student will comprehend those factors that influence and impact on marketing activities in such enterprises. • The students will recognize the marketing advantages of SMEs and examine how SMEs and their owner/managers actually go about practicing and implementing marketing Working methods: Literature research and research of other sources; discussions within the student group; visits to entrepreneurs, during the presentation students should use practical examples and exercises involving the audience. Literature/Other Sources: David Carson, Stanley Cromie, Pauric McGowan, Jimmy Hill (1995). Marketing and entrepreneurship in SMEs. Harlow: Prentice Hall Leonard M Lodish, Howard Morgan, Amy Kallianpur (2002). Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course. Hoboken: John Wiley and Sons, Inc. Uwe Sachse (2003). Wachsen durch internationale Expansion. Wiesbaden: Gabler Contact information of supervisor: Senior Lecturer Sven Rassl HAMK University of Applied Sciences Email: [email protected] Skype: svenrassl Expected outcomes: • Group report = 10-15 pages (one page approx. 2600 characters incl. spaces) • Presentation = 5 minutes/student for each presentation (all group member ought to present)