Lecture

Entrepreneurial Marketing: Launching New Ventures

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Description

This lecture covers the fundamentals of entrepreneurial marketing, including segmentation, positioning, understanding customer needs, competition analysis, value proposition, implementation strategies like guerilla marketing, crowdfunding as a marketing tool, technology adoption life cycle, achieving significant growth through scalability and growth hacking.

In MOOC

Launching New Ventures

Sharpen your “entrepreneurial mindset”. Launching New Ventures, a course about Entrepreneurship & Strategy for Technology-Driven Startups, is designed for professionals, entrepreneurs, and students who want to learn about how to successfully launch a new business. Through short, animated lectures, inspiring interviews with successful entrepreneurs from around the world, quizzes and suggested readings, students will gain a broad overview of entrepreneurship strategy with insights they can apply to their ven

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Related concepts (32)

Guerrilla marketing

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing. Guerrilla marketing uses multiple techniques and practices in order to establish direct contact with potential customers. One of the goals of this interaction is to cause an emotional reaction in the clients, and the ultimate goal of marketing is to induce people to remember products or brands in a different way than they might have been accustomed to.

Marketing strategy

Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range of platforms, channels to increase its sales and achieve sustainable competitive advantage within its corresponding market. Strategic marketing emerged in the 1970s and 80s as a distinct field of study, branching out of strategic management. Marketing strategy highlights the role of marketing as a link between the organization and its customers, leveraging the combination of resources and capabilities within an organization to achieve a competitive advantage (Cacciolatti & Lee, 2016).

Positioning system

A positioning system is a system for determining the position of an object in space. One of the most well-known and commonly used positioning systems is the Global Positioning System (GPS). Positioning system technologies exist ranging from worldwide coverage with meter accuracy to workspace coverage with sub-millimeter accuracy. Interplanetary-radio communication systems not only communicate with spacecraft, but they are also used to determine their position.

Competition law

Competition law is the field of law that promotes or seeks to maintain market competition by regulating anti-competitive conduct by companies. Competition law is implemented through public and private enforcement. It is also known as antitrust law (or just antitrust), anti-monopoly law, and trade practices law; the act of pushing for antitrust measures or attacking monopolistic companies (known as trusts) is commonly known as trust busting. The history of competition law reaches back to the Roman Empire.

Competition

Competition is a rivalry where two or more parties strive for a common goal which cannot be shared: where one's gain is the other's loss (an example of which is a zero-sum game). Competition can arise between entities such as organisms, individuals, economic and social groups, etc. The rivalry can be over attainment of any exclusive goal, including recognition. Competition occurs in nature, between living organisms which co-exist in the same environment. Animals compete over water supplies, food, mates, and other biological resources.

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