Entrepreneurial Marketing detailed Syllabus for MBA (Entrepreneurship), R19 regulation has been taken from the JNTUH official website and presented for the students affiliated to JNTUH course structure. For Course Code, Subject Names, Theory Lectures, Tutorial, Practical/Drawing, Credits, and other information do visit full semester subjects post given below. The Syllabus PDF files can also be downloaded from the universities official website.
For all other MBA (Entrepreneurship) 4th Sem Syllabus for R19 Regulation JNTUH, do visit MBA (Entrepreneurship) 4th Sem Syllabus for R19 Regulation JNTUH Subjects. The detailed Syllabus for entrepreneurial marketing is as follows.
Course Objectives:
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Learning Outcome:
Students will be able to understand
- Marketing mix of an enterprise
- Growth and marketing strategies
- Market Development strategies
- Contemporary issues in Entrepreneurial marketing.
Unit I
Introduction to Entrepreneurial Marketing – Meaning, Characteristics, Functions, Marketing Challenges, Marketing Mix (6Ps) Identifying entrepreneurial marketing opportunities, market research, demand forecasting.
Unit II
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Unit III
Growth Strategies and Models: Growth Strategies – concept and forms, Internal, External and Co-operative growth strategies. Growth models – Life-cycle and Phase model, integrated lifecycle model (evolutionary), Greiners growth model (revolutionary), and Complexity management (process) model.
Unit IV
Entrepreneurial Market Development Strategies: Positioning, Segmentation, targeting, entrepreneurial communication strategy, entrepreneurial pricing strategy, entrepreneurial distribution strategy, building customer relationships, marketing plans.
Unit V
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Suggested Readings:
- Edwin J. Nijssen, Entrepreneurial marketing An Effectual Approach 2e, Routledge, 2017.
- Leonard Lodish, Howard Lee Morgan, Amy Kallianpur, Entrepreneurial Marketing, Wiley Publishers, 2001.
- Zubin Sethna, Paul Harrigan, Rosalind Jones, Entrepreneurial Marketing: Global Perspectives, Emerald Group Publishing, 2013.
- Bruce D. Buskirk, Molly Lavik, Entrepreneurial Marketing: Real Stories and Survival Strategies, Thomson, 2004.
- Ian Chaston, Entrepreneurial Marketing: Sustaining Growth in All Organisations, Palgrave Macmillan, 2016.
- Marc Longman, Entrepreneurial Marketing: A Guide for Startups and Companies With Growth Ambitions, Garant Publishers, 2011.
For detail Syllabus of all other subjects of MBA Entrepreneurship, R19 scheme do visit Entrepreneurship 4th Sem Syllabus for R19 scheme.
For all the MBA results, visit JNTUH MBA all semester results direct links.