Mediaspace scheduled maintenance: Aug 25, 2026 07:00 - 12:00 AM. During this time, videos will be temporarily unavailable. Check status updates.

Lecture

Entrepreneurial Marketing: Fundamentals and Implementation

Description

This lecture covers the importance of marketing for startups, focusing on the challenges of newness and smallness. It discusses entering new markets, launching new products, and the fundamentals, decisions, and implementation of entrepreneurial marketing strategies.

In MOOC

Launching New Ventures

Official source

Ontological neighbourhood

Business

Marketing: Product promotion

Related concepts (30)

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.

Digital marketing

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing.

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).

Marketing

Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or

Customer experience

Customer experience, sometimes abbreviated to CX, is the totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. Nihat Tavşan and Can Erdem bring an extensive elucidation to the customer experience, encompassing the dimensions of consciousness, subjectivity, and interactional nature and define customer experience as the sum of subjective ideas regarding a product or service that occur at a conscious or subconscious level due to direct or indirect interaction of a customer with brand-related stimuli.

Related lectures (32)

Entrepreneurial Marketing: Strategy & Segmentation MOOC: Launching New Ventures

Explores marketing strategy for startups, emphasizing customer understanding and competitive advantage.

Developing Your Marketing Strategy

Explores core marketing strategy elements, segmentation, positioning, and customer-centric approaches for launching new ventures.

Entrepreneurial Marketing MOOC: Launching New Ventures

Explores entrepreneurial marketing, pricing strategies, guerrilla marketing, and public relations for innovative start-ups.

Understanding Customers and Competition: Key Steps and Analysis

Emphasizes the key steps in understanding customers and competition for new ventures.

Launching New Ventures: Intro to Entrepreneurial Marketing