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SUBJECT OUTLINE 24212 Entrepreneurial Marketing Course area

UTS: Business

Delivery

Autumn 2021; City

Credit points 6cp Requisite(s)

24108 Marketing Foundations These requisites may not apply to students in certain courses. There are also course requisites for this subject. See access conditions.

Result type

Grade and marks

Subject coordinator Dr TaeWoo Kim - Subject Coordinator, Lecturer Office: CB08.11.030 Phone: (02) 9514 7563 Email: [email protected]

Teaching staff Dr. TaeWoo Kim – Tutor (1pm tutorial, online) tutorial zoom link: https://zoom.uts.edu.au/j/174299412 Email: [email protected] Dr. Kirtika Deo – Tutor (2pm & 3pm tutorial, on-campus, CB10.04.460) Email: [email protected] Dr. Yara Vasina – Tutor (4pm tutorial, online) Email: [email protected] tutorial zoom link: https://utsmeet.zoom.us/j/87038202707 Dr. TaeWoo Kim – Tutor (5pm tutorial, online) Email: [email protected] tutorial zoom link: https://zoom.uts.edu.au/j/174299412 Consultation: Appointments must be made 24 hours in advance by email.

Subject description This subject provides a framework and a roadmap for successfully addressing the real-world marketing challenges involved in launching entrepreneurial ventures and supporting growth and innovation in established companies. It provides a foundation for marketers, entrepreneurs, investors, and managers to innovatively utilise the tools and techniques of entrepreneurial marketing for growing and creating a competitive advantage in the marketplace.

Subject learning objectives (SLOs) Upon successful completion of this subject students should be able to: 1. explain marketing foundations of entrepreneurial business practice 2. apply appropriate marketing theories, frameworks and concepts to entrepreneurial contexts 3. evaluate and criticise existing marketing activities in entrepreneurial practice based on marketing theories and concepts

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4. design/create effective entrepreneurial marketing strategies that produce sustainable competitive advantages for ventures

Contribution to the development of graduate attributes Entrepreneurial Marketing builds on the Faculty’s graduate attributes of critical thinking, creativity and analytical skills by enabling students to analyse various aspects of marketing and creatively apply those appropriate ones to the marketing practice of start-up ventures. This subject will build students’ business practice oriented skills through various activities including group activities, case studies, and primary data collection that will enable students to be able to produce and implement effective marketing plans for start-up ventures. This subject contributes to the achievement of the following Program Learning Objectives: 1.1 Critically analyse relevant concepts to understand practice in business and related professions in a global workplace 1.2 Demonstrate inter-relationships between differing business and related disciplines 2.2 Apply critical and creative thinking to address issues in business

Teaching and learning strategies The subject will be taught using a combination of large lectures and tutorial sessions. The lectures provide the structure of the topic area, discussion of the theory and some practical examples via case studies. Readings, videos and case studies will be provided online prior to the lectures. Students are expected to review these materials and to be able to discuss them with other students during the course of the lecture. Tutorials provide an opportunity to discuss ideas, issues and make practical applications of the theory, as well as encouraging students to think in a creative manner to solve real world problems, using learning from other core marketing subjects. Students are expected to prepare answers to any discussion questions posted online before attending each tutorial to engage in student-led group discussions. The UTS Learning Management System is used extensively and will be used to share information, provide feedback and encourage interaction between staff and students. Videos of entrepreneurial marketing topics and campaigns (e.g., advertisements) will be provided before teaching sessions for students to formulate thoughts for group discussions.

Content (topics) 1. 2. 3. 4. 5. 6. 7. 8.

Generating, Screening, and Developing Ideas Entrepreneurial Pricing Leverage Public Relations for start-up ventures Promotion, Advertising, and Viral Marketing Distribution/Channel Decisions and Sales Management for start-up ventures Building Brands Ecosystem Creation Marketing for Financing Activities

Program Week/Session

Dates

Description

1

24 Feb

Topic: Introduction Reading: Lodish et al (2015) Ch. 1 No Workshop Notes: Group formation initiates (See "Discussions" for instruction)

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2

3 Mar

Topic: Neofect (neofect.com/us) Startup Guest Speaker: Scott, Head of Neofect US branch Participate via Zoom: https://zoom.uts.edu.au/j/174299412 Workshop: Group formation and representative election completes / project company discussion Notes: Guest speaker will give a pitch during the lecture time via zoom (i.e., 11am)

3

10 Mar

Topic: Idea Generation Readings: Lodish et al (2015) Ch. 2 Workshop: Concept testing design Notes: Venture Outline due (see assessment guideline for the due date)

4

17 Mar

Topic: Pricing Readings: Lodish et al (2015) Ch. 3 Workshop: Concept testing results discussion Notes: Concept testing summary due (see assessment guideline for the due date)

5

24 Mar

Topic: Public Relation for Ventures Reading: Lodish et al (2015) Ch. 4 Workshop: - Case 1 discussion: “Technologies that Change Entrepreneurial Landscape” Notes: Case 1 due (see assessment guideline for the due date)

6

31 Mar

Topic: Promotion & Advertising Readings: Lodish et al (2015) Ch. 5 & 6 Workshop: Case 2 discussion: Sales by AI and its Impact on Human Decision Notes: Case 2 due (see assessment guideline for the due date)

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Mid-Session StuVac

7 Apr

Mid-Session StuVac No lectures or tutorials

7

14 Apr

Topic: Distribution & Channel Decisions Readings: Lodish et al (2015) Ch. 7 Essay type quiz: During the lecture time (11am-1230pm, Sydney time) Workshop: Case 3 discussion: Robots Rising Notes: -Case 3 due (see assessment guideline for the due date) -Short essay type Quiz will be provided during the lecture time (20%)

8

21 Apr

Topic: Sales Management Readings: Lodish et al (2015) Ch. 8 Workshop: Project Consultation

9

28 Apr

Topic: Sales, Growth Hacking and Customer Acquisition Readings: Lodish et al (2015) Ch. 9 Workshop: Presentation Draft Feedback and Revision of Presentation Notes: Presentation Draft to be submitted by 10am, 26th April

10

5 May

Topic: Secure Human and Financial Resources Readings: Lodish et al (2015) Ch. 11 & 12 Workshop: Presentation with video to be uploaded on YouTube by 10am, 4th, May

11

12 May

Topic: Creating Ecosystems Readings: Lodish et al (2015) Ch. 10 No Lecture Provided: Refer to self-lecture and activity on Canvas Workshop: TBD

12

19 May

Topic: Final Review and Q&A (lecture will be provided by TaeWoo, real-time, online) Workshop: Breakout room sessions and feedback on Marketing Plan Notes:

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Marketing Plan due by 26th, May, End of the Day

Final StuVac

26 May

Final StuVac No lectures or tutorials

Final Assessment

Final Week

Exam date TBD

Additional information You have been allocated to a specific tutorial. You MUST attend the tutorial to which you were allocated. Changes in tutorial allocations can only be made through the university tutorial allocation system and cannot be done by the teaching team. Tutorial attendance will be recorded.

Assessment In addition to all the assessment information given below, guidelines, instructions and specific criteria for the assessment will be placed on to UTSOnline at an appropriate time during the semester. It is a requirement for each assessment item that students review this information before attempting the assessment task. Examinations will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. Group assessment will be secured through a combination of continual updating of assessment tasks across semesters, peer assessment techniques and/or plagiarism detection software. Assessment task 1: In-tutorial test Intent:

This develops Program Learning Objective 1.1

Objective(s): This addresses subject learning objective(s): 1 and 3 Type:

Quiz/test

Groupwork:

Individual

Weight:

20%

Task:

Students will do a 90 minutes timed essay within 2-hours window. This assessment task will cover topics included in Chapter 1 to Chapter 6 and cases 1, 2, and 3. More details will be published online during the session.

Due:

Week 7

Assessment task 2: Project Report Intent:

This develops Program Learning Objectives 1.2 & 2.2

Objective(s): This addresses subject learning objective(s): 2, 3 and 4 Type:

Report

Groupwork: Group, group assessed

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Weight:

30%

Task:

The purpose of this project is for students to creatively apply the topics covered in this subject and other marketing subjects to a real world entrepreneurial problem. This group work consists of four components: (1) Start-up venture outline (not graded, discussed and due week 3) (2) Concept testing summaries (not graded, discussed and due week 4) (3) Group presentation (30% of assignment grade, draft due week 9, feedback provided week 9, presentation due week 10, feedback provided week 10), and (4) Final entrepreneurial marketing plan (70% of assignment grade). Specific details about each component of the group work will be uploaded on Canvas in a document calle "Assignment Guideline".

Due:

Final marketing plan should be uploaded on Canvas by end of the day, 26th May

Further It is a requirement for this assessment item that all students review this information before attempting the information: assessment task. Faculty of Business Writing Guidelines:www.uts.edu.au/node/50946 Special Consideration: Any Student that has a difficulty with the assessment task should apply for speci consideration and must do so before the due date of the assessment item. For full details of the special consideration application process and to apply go to uts.edu.au/current-students/managing-your-course/classes-and-assessment/special-circumstances/speci Late assignments: Late assignments will be penalised. Ten percent (10%) will be deducted for each working day late. Assignments more than five days late will usually not be marked. As the assignment is designed as a week by week exercise, extensions for assignments will not be granted. Grades may be scaled if considered appropriate. Groups Affected By Special Consideration or Problematic Group Member: Groups who have a member who has applied for special consideration should include a letter with their submission. This lette should detail the extent to which this affected the group. Before submitting your letter, you should conside that, as the assignment is designed to be undertaken across the course of the semester, illness or misadventure of a group member in the final week before submission may have little bearing on your mar In addition, failing to attempt to resolve an ongoing group problem due to an individual prior to submission will be given little consideration. Plagiarism: Please note that, in this subject, we WILL be using Turnitin.com to detect plagiarism in group assignment submissions. Plagiarism is dealt with the upmost severity by the teaching team. Assessment task 3: Final Exam Intent:

This develops Program Learning Objective/s 1.1, 1.2, & 2.2

Objective(s): This addresses subject learning objective(s): 1, 2, 3 and 4 Type:

Examination

Groupwork: Individual Weight:

50%

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Task:

The final exam tests the student's ability to integrate concepts from the FULL session's contents as well as practical entrepreneurial marketing implications derived from material covered in classes.

Due:

UTS Exam period Final exam period

Further The final examination is a centrally conducted examination and subject to the strict rules of the information: Student Administration Unit. These rules cover how students are assessed and what you must do in order to sit an exam. There are also processes to help you if you want to query your results or if you need to ask for special consideration. A full guide listing the specific requirements for Special Conditions, Scheduling Difficulties, Rescheduled Exams, Special Consideration and Special Exam procedures will be placed on UTSOnline during the semester and students are expected to follow this guide in relation to all exam related issues. More information, as well as links to the relevant forms, is available on the Student Administration Unit website uts.edu.au/current-students/managing-your-course/classes-and-assessment/exams or speak to the staff at the Faculty of Business Student Centre. Examinations will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. Group assessment will be secured through a combination of continual updating of assessment tasks across semesters, peer assessment techniques and/or plagiarism detection software.

Minimum requirements Students must achieve at least 50% of the subject’s total marks.

Required texts Lodish, L.M., Morgan, H.L., Archambeau, S. and Babin, J., 2015. Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company. Pearson Education. Additional mandatory and optional readings for each session will be placed at UTSOnline.

References Schindehutte, M., Morris, M. and Pitt, L. 2008. Rethinking Marketing: An Entrepreneurial Perspective, Saddle River, NJ: Prentice-Hall. Wasserman, N., 2012. The founder's dilemmas: Anticipating and Avoiding the Pitfalls That Can Sink a Startup. Princeton University Press. Crane, F.G., 2012. Marketing for Entrepreneurs: Concepts and Applications for New Ventures. SAGE Publications.

Other resources UTSOnline is a web-based learning tool. UTSOnline is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Subject Materials); and checking your grades (via Tools). It is an expectation and responsibility to access this resource and your UTS Email account at least once a week.

Academic liaison officer Dr Robert Czernkowski, Accounting Discipline Group, telephone 9514 3736 Dr Mario Fiorini, Economics Discipline Group, telephone 9514 3339 Dr Otto Konstandatos, Finance Discipline Group, telephone 9514 7758 Dr Kyuseop Kwak, Marketing Discipline Group, telephone 9514 3150 Associate Professor Nico Schulenkorf, Management Discipline Group, telephone 9514 5368 Any arrangements should be negotiated within the first six weeks of session.

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Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services to support different aspects of your life and learning at UTS. These services include counselling for personal and learning problems or issues. If you are experiencing difficulties with your overall study program, for whatever reason, telephone +61 2 9514 1177 (City campus). The Accessibility and Financial Assistance Service: The Accessibility Service can support students with disabilities, medical or mental health conditions, including temporary injuries (e.g., broken limbs). The Accessibility Service works with Academic Liaison Officers in each Faculty to provide ‘reasonable adjustments’ such as exam provisions, assistive technology, requests and strategies for managing your studies alongside your health condition. If you are unsure whether you need assistance, we recommend getting in touch early and we can provide advice on how our service can assist you. Make an appointment with an Accessibility Consultant (AC) on +61 2 9514 1177 or [email protected]. The Financial Assistance Service can assist you with financial aspects of life at university, including Centrelink information, tax returns and budgeting, interest-free student loans and grants to assist with course-related costs. Check eligibility and apply online and make an appointment on +61 2 9514 1177 or [email protected]. Improve your academic and English language skills: Marks for all assessment tasks such as assignments and examinations are given not only for what you write but also for how you write. If you would like the opportunity to improve your academic and English language skills, make an appointment with the HELPS (Higher Education Language and Presentation Support) service in Student Services. HELPS(Higher Education Language and Presentation Support): HELPS provides assistance with English language proficiency and academic language. Students who need to develop their written and/or spoken English should make use of the free services offered by HELPS, including academic language workshops, vacation intensive courses, drop-in consultations, individual appointments and Conversations@UTS. HELPS is located in Student Services, Building 1, Level 5, Room 25 (CB01.05.25). Study skills/learning support: If you are experiencing difficulty with your studies or need to develop the necessary study skills you require for your course, there is a host of useful information and websites to help you on the UTS Business School, Study and Assessment Resource website. Links on how to write better, study more effectively, available support services/staff to help, how to complete assignments; as well as tips for successful study and online study skills resources can all be accessed. In addition, HELPS provides self-help resources. Special consideration: Special consideration consists of the exercise of academic discretion to provide equitable treatment to students whose performance in an assessment item is affected by illness, misadventure or work-related circumstances. You should only apply for special consideration when your performance in an assessment item, including examinations, has been affected by extenuating or special circumstances beyond your control. These circumstances include: Serious illness or psychological condition: such as hospital admission, serious injury or illness, severe anxiety or depression Loss or bereavement: such as death of a close family member, family relationship breakdown Hardship or trauma: such as being ...