Entrepreneurial Marketing

1. Explain and apply the concept of entrepreneurial marketing.
2. Identify and analyze different forms of business and markets.
3. Develop effective marketing plans and strategies for entrepreneurial ventures.
4. Apply market segmentation techniques to target specific customer groups.
5. Understand the importance of packaging and advertising in entrepreneurship.

13 weeks, about 42 hours in total. Yours will differ.

1. Week 1Module 1: Introduction

   • Unit 1: The Concept of Marketing · 3 hours

     Define marketing and its conceptual framework.. Examine the production, product, selling, marketing, and societal marketing concepts.. Identify entities that are generally marketed.. Understand Farber's Fundamental Customer Rights..

2. Week 2Module 1: Introduction

   • Unit 2: Market · 3 hours

     Differentiate between market and marketing.. Analyze the various kinds of markets.. Understand the criteria for successful market segmentation.. Categorize markets into total population, potential market, available market, etc..

3. Week 3Module 1: Introduction

   • Unit 3: The Core Marketing Functions · 3 hours

     Understand the 5Ps of marketing.. Analyze the basic marketing process.. Discuss the stages of new product development.. Ascertain reasons for product failure and financial evaluation of new product potential..

4. Week 4Module 2: Entrepreneurship and Development

   • Unit 4: Entrepreneurship · 3 hours

     Define entrepreneurship, development, and entrepreneurship development.. Describe entrepreneurship as a business activity.. Discuss entrepreneurship as an investment.. Understand key concepts like GDP and GNP and how entrepreneurship contributes to them..

5. Week 5Module 2: Entrepreneurship and Development

   • Unit 5: History of Entrepreneurship and How it Started in Nigeria · 3 hours

     Explore the history of entrepreneurship and its birth in Nigeria.. Identify authors and practitioners in entrepreneurship.. Understand the early and modern stages of entrepreneurship in Nigeria..

6. Week 6Module 2: Entrepreneurship and Development

   • Unit 6: The Entrepreneurship Development in Nigeria · 3 hours

     Understand past entrepreneurship developments in Nigeria.. Discuss the future of entrepreneurial development.. Identify obstacles to entrepreneurship.. Explore the relationship between entrepreneurship and leadership..

7. Week 7Module 3: Entrepreneurial Marketing Strategies

   • Unit 7: Entrepreneurial Marketing · 3 hours

     Define entrepreneurial marketing.. Discuss the development of entrepreneurial marketing theory.. Identify the characteristics and dimensions of entrepreneurial marketing.. Differentiate between entrepreneurial and traditional marketing..

8. Week 8Module 3: Entrepreneurial Marketing Strategies

   • Unit 8: The Importance of Relationship Marketing · 3 hours

     Define relationship marketing.. Identify key factors for relationship marketing.. Understand reasons for relationship marketing.. Explore methods for building relationship marketing..

9. Week 9Module 3: Entrepreneurial Marketing Strategies

   • Unit 9: Market Segmentation · 3 hours

     Define market segmentation.. Explain service market segmentation strategies.. Examine product market/product differentiation marketing.. Discuss characteristics of effective market segmentation..

10. Week 10Module 3: Entrepreneurial Marketing Strategies

    • Unit 10: Bases for Market Segmentation · 3 hours

      Compare and contrast bases for market segmentation.. Elucidate the benefits of market segmentation.. Analyze the justification of market segmentation.. Understand the steps in market segmentation..

11. Week 11Module 4: Marketing Implementation and Analysis

    • Unit 11: Marketing Planning · 3 hours

      Define marketing planning.. Understand the need for marketing planning.. Differentiate between marketing and business plans.. Identify constraints to marketing planning..

12. Week 12Module 4: Marketing Implementation and Analysis

    • Unit 12: Qualities of a Good Marketing Plan · 3 hours

      Explain the qualities of a good marketing plan.. Itemize the major contents in a marketing plan.. Discuss implementation, evaluation, and control of the marketing plan..

13. Week 13Module 4: Marketing Implementation and Analysis

    • Unit 13: Forms of Business Ownership · 3 hours

      Identify the forms of business ownership.. Analyze the features of sole proprietorships, partnerships, and joint stock companies.. Discuss the sources of funds for each business ownership type..

    • Unit 14: Packaging and Advertising in Entrepreneurship · 3 hours

      Examine the function and strategies for packaging and advertising as promotional marketing elements in entrepreneurship..