Entrepreneurial Marketing

1. Define and explain key marketing concepts and their application in entrepreneurial settings.
2. Analyze market segmentation strategies and their effectiveness in targeting specific customer groups.
3. Develop marketing mix strategies tailored to the unique characteristics of financial services.
4. Apply relationship marketing techniques to build and maintain long-term customer relationships.
5. Evaluate the new product development process and its importance in the financial services industry.

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

1. Week 1Module 1: General Overview of Marketing

   • Unit 1: General Overview of Marketing · 3 hours

     Define marketing and differentiate it from selling.. Discuss the conceptual framework of marketing including production, product, selling, marketing, and societal marketing concepts.. Identify and explain Farber's fundamental Customer Rights..

2. Week 2Module 1: General Overview of Marketing

   • Unit 2: Application of Fundamental Concepts and Principles in Entrepreneurial Marketing · 3 hours

     Explain the meaning of service and financial services.. Analyze the characteristics of services: intangibility, heterogeneity, inseparability, and perishability.. Examine the categorization of financial institutions and the need for marketing in the financial services industry..

3. Week 3Module 1: General Overview of Marketing

   • Unit 3: Market Segmentation · 3 hours

     Define service market segmentation and its strategies.. Examine product market and product differentiation marketing.. Discuss the characteristics of effective market segmentation and the benefits of market segmentation..

4. Week 4Module 2: Strategies for Marketing Bank Products and Services

   • Unit 4: Financial Services Marketing Mix Strategies · 3 hours

     Define the financial services marketing mix strategies.. Explain the traditional 4Ps: product planning, pricing of services, service promotion, and place or distribution strategy.. Examine pricing policies including skimming, penetration, stable, going rate, and competitive pricing..

5. Week 5Module 2: Strategies for Marketing Bank Products and Services

   • Unit 5: Marketing Planning in Financial Service · 3 hours

     Define marketing planning and its importance in financial services.. Examine the qualities of a good marketing plan: flexibility, brevity, comprehensiveness, and clarity.. Elucidate the constraints to marketing planning such as government actions, economic depression, and political upheavals..

6. Week 6Module 2: Strategies for Marketing Bank Products and Services

   • Unit 6: Strategies for Marketing Bank Products and Services · 3 hours

     Identify strategies for marketing bank products and services including product, pricing, promotion, and distribution strategies.. Enumerate the marketing approaches to banking services.. Explain the challenges of bank marketing such as technology and untrained staff..

7. Week 7Module 2: Strategies for Marketing Bank Products and Services

   • Unit 7: Relationship Marketing · 3 hours

     Define relationship marketing and its key factors.. Examine the reasons for relationship marketing and methods employed in building relationships.. Highlight the qualities of a good relationship marketer and discuss the growth in banking services..

8. Week 8Module 2: Strategies for Marketing Bank Products and Services

   • Unit 8: New Product Development in the Financial Services · 3 hours

     Differentiate a product from a service.. Explain the new product development aims and identify the various stages.. Highlight the general purpose of test marketing and explain the concept of commercialization..

9. Week 9Module 3: Review of discussion on entrepreneurship

   • Unit 9: Definition of Entrepreneurship as a Business Activity · 3 hours

     Define entrepreneurship and discuss its nature.. Identify the forms of entrepreneurship and examine the concept.. Analyze entrepreneurship as a business activity and discuss key concepts related to entrepreneurship development..

10. Week 10Module 3: Review of discussion on entrepreneurship

    • Unit 10: History of Entrepreneurship in Nigeria · 3 hours

      Highlight how entrepreneurship started in Nigeria.. Identify the entrepreneurship development in Nigeria.. Analyze forms of entrepreneurship and leadership..

11. Week 11Module 3: Review of discussion on entrepreneurship

    • Unit 11: Review of discussion on entrepreneurship · 3 hours

      Examine the entrepreneurial process.. Identify the factors of entrepreneurship.. Analyze the role of entrepreneurship in an economy..

12. Week 12Module 3: Review of discussion on entrepreneurship

    • Unit 12: Identifying Risk Bearing · 3 hours

      Evaluate management decision making.. Highlight strategic planning.. Analyze marketing management..

    • Unit 13: Identifying Risk Bearing · 3 hours

      Evaluate management decision making.. Highlight strategic planning.. Analyze marketing management..

13. Week 13Module 3: Review of discussion on entrepreneurship

    • Unit 14: Examining the features of sole proprietorships · 3 hours

      Examine the features of sole proprietorships.. Discuss the sources of fund of sole business.. Identify the forms of business ownership and analyze forms of Partnership..