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Introduction to Entrepreneurial

Marketing and Marketing PlanSession 1

Course : J1665 - Entrepreneurial Marketing

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Learning Outcomes

On successful completion of this Course, students will be able to:

LO1: Comprehend the term of entrepreneurial marketing and marketing plan

application in current situationLO2: Identify the markets, customer, segments, competitie position and

potential target marketsLO!: "eelop a framework for understanding marketing challenges and

opportunities to setting strategic marketing ob#ectie in deelopment ofcompetitie adantageLO$: "eelop in%depth knowledge and proide specific recommendation of the

four &'s of strategic marketing: &roduct, &rice, &lace, and &romotionLO(: )*plain and apply key entrepreneurial marketing terms, concepts and

fundamental strategies

LO+: esearch, deelop and effectiely communicate a marketing plan

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J0844 Entrepreneurial Marketing Topics

Chap 1 - 2 Introduction to .arketing &lan

Chap ! - $ /naly0ing the Current ituation

Chap ( - + nderstanding .arkets and Customers

Chap 3 - 4 &lanning egmentation, 5argeting, and &ositioning

Chap 6 - 17 &lanning "irection, Ob#ecties, and .arketing upport

Chap 11 - 12 "eeloping &roduct and 8rand trategy

Chap 1! - 1$ "eeloping &ricing trategy

Chap 1( - 1+ "eeloping Channel and Logistics trategy

Chap 13 - 14 "eeloping .arketing Communications and Influence trategy

Chap 16 - 27 &lanning .etrics and Implementation Control

Chap 21 Case tudy: 9ewelry /rtisan .arketing &lanChap 22 Case tudy: estaurant .arketing &lan

Chap 2! ample .arketing &lan: onic uperphone

Chap 2$ roup &resentation ;1 .arian 8urk ?ood> ;2711 5he .arketing &lan =andbook> $e> &earson> @ew

9ersey> I8@: 63471!37(!(7+2> .arian 8urk ?ood> ;277$ .arketing &lanning: &rinciples into &ractice>

&rentice =all> )dinburg> I8@: 723!+4+364

!> onny @wankwo and 5un#i badamosi> ;2717 )ntrepreneurship .arketing>

outledge> outhampton> I8@: 6347$1((3!3+$

$> ary /rmstrong and &hilip Aotler> ;2711 .arketing: /n Introduction> 17e>

&rentice =all> Chicago> I8@: 63471!+172$!$

(> .ichael Leens> ;2717 .arketing> &rentice =all> "etroit> I8@:

63471!+73(+61

+> Lingga &urnama> ;2772 trategic .arketing &lan> ramedia> 9akarta> I8@:

636+((666$

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STUDENT SS!"NMENT

5here are four indiidual and one team marketing

plan pro#ect assignments>

Marketing Plan Team Project

Dou will be diided into teams during the first class session> 5eams are

responsible for deeloping a strategic marketing plan for either a start%up or

a new strategic business unit ;8< for an e*isting company> 5he focus ofthe plan is to drie growth in a new area by analy0ing a particular market

opportunity that will be targeted by the 8 or start%up> 5he pro#ect will

follow the .arketing &lan Outline framework included in this syllabus, and

must incorporate the core strategies of targeting, positioning and branding

as primary sources of strategic adantage>

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Preview

Despite the man !orces altering the marketingen"ironment at an unprecedented pace# marketing

planning is !ar !rom o$solete% &ou sa'# in the recenteconomic crisis# ho' (uickl customers can change their$uing ha$its and $rand attachments% &ou)"e seentechnolog e"ol"e in ne' and sometimes surprisingdirections# 'ith the latest online phenomena such as the

&ou *u$e "ideo site and the micro$logging site *'ittertaking the

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Marketing spotlight !rom esterda)s tech darlings# such asthe "irtual 'orld in Second +i!e%&ou)"e seen competitors shake up the old order $ enteringand e,iting markets at une,pected times and in une,pected'as% In the retail 'orld# long esta$lished chains such as

Circuit Cit are going $ankrupt at a record rate# 'hileounger $usinesses such as appos add customers da $da% &ou)"e heard a$out customers creating personali.edproducts and making commercials some o! 'hich ha"e e"en$een aired during the Super /o'l# as 'ell as on &ou *u$eand $eond% 0inall# ou)ll continue to see nancial

pressures and go"ernmental actions ha"ing !ar-reaching#unpredicta$le e2ects on $oth $uers and sellers%

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3ll o! these comple,ities ha"e $rought a ne'urgenc and ne' possi$ilities to the processo! marketing planning% *hat)s 'h# more

than e"er $e!ore# our success in marketing'ill depend on kno'ing ho' to research#de"elop# implement# re"ise# and e"aluate amarketing plan that is creati"e# 4e,i$le#

comprehensi"e# and a$o"e all practical%

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CHECKLIST The Big Picture for MarketingPlanning

The Big Picture for Marketing Planning

As you begin the marketing planning process, prepareyourself for the big picture :

hat sources o! in!ormation 'ill help me unco"er#!ollo'# and anticipate ma7or de"elopments a2ecting

m product# customers# and competitors8

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hat do the latest technological and social trendsmean !or marketing in general8 0or m industrand m product in particular8

hat glo$al and legal changes are likel to help orhurt m product and marketing in the comingears8

hat lessons a$out marketing can I learn !rome,isting products# campaigns# organi.ations# and

leaders that 'ill help m marketing plan8

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hich stakeholders are most important to thesuccess o! m marketing plan# and 'h8

9o' can I get customers and emploees to $emore engaged 'ith m $rand and product8

9o' can I use marketing to make a di2erence to

m customers and organi.ation8 hat "alue 'ill I $e pro"iding to m customers#

and ho'8

hat resources and e,perience do I ha"e to

support marketing8 9o' can I generate ne' ideas and $uild on m

kno'ledge and $ackground to do a $etter 7o$ o!marketing planning8

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Marketing Planning Today

Marketing planning has ne"er $een more importantthan it is toda% h: 0irst# marketing is e"er'herein our e"erda 'orld at home# at 'ork# at pla# inthe streets# in stores# and in the media 'e see andhear% Marketing can $e entertaining and in!ormati"e#$ut it can also $e irritating and intrusi"e%

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Still# $usinesses must ght simpl to capture thecustomer)s attention $e!ore the can start todemonstrate the "alue the pro"ide and# o"ertime# gain customer trust% one o! this 'ill happen

'ithout care!ul planning%Second# thanks to technolog# glo$al competition#and ne' media# customers ha"e morein!ormation# more choices# higher e,pectations#more po'er# and more in"ol"ement 'ith

marketing than at an time in the past%

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Citi.en marketing is the trend to'ard consumers$ecoming in"ol"ed in marketing through suchacti"ities as making a commercial or "ideo a$out aproduct# engaging in "er$al 'ord o! mouth ;or online'ord-o!-mouse< communications a$out a product#

su$mitting product or la$el ideas to the marketingorgani.ation# and rating or re"ie'ing a product online%*hird# customers# emploees# and other stakeholdersare looking to organi.ations to make a di2erence ;!orinstance# $ impro"ing (ualit o! li!e or contri$uting tosociet at large

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3 compan 'ith a larger purpose can reallstand out# e"en 'hen competition is erce andmone is tight% =! course# $uilding a greatreputation re(uires meticulous planning#

especiall no' that compliments and criticismcan ricochet around the 'orld in an instantthrough t'eets# te,ts# e-mails# and $logs%Consider the success o! e$ $ased retailer

appos ;see E,hi$it 1%1

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appos has also earned a reputation !ortransparenc% More than BFF o! its emploeesuse the micro $logging ser"ice *'itter to shareideas and con"erse 'ith customers and eachother% earl A million people !ollo' the CE=)st'eets% 3nother 'a appos stas in touch 'ithits customers is $ in"iting them to post productre"ie's# good or $ad# on its e$ site% /emphasi.ing superior customer ser"ice andsatis!action# appos has pushed annual re"enue

a$o"e G 1 $illion%

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