Entrepreneurial Marketing

The goal of studying this subject is for students to learn basics of marketing in entrepreneurship, i.e. in the field of micro-enterprises, small and medium-sized enterprises and to learn the techniques of marketing research in the field of innovation and innovativeness and to understand their significance for the company. Students become familiar with the features and specifications of the use of instruments of marketing mix on the market, and they are trained to learn the basics of creating a marketing program in the early and development stages of the entrepreneurial venture.

Upon successful completion of this subject the student will be able to: describe relations between marketing and entrepreneurship, i.e. define the need of application of the marketing concept (marketing way of business thinking) in entrepreneurship, explain the importance of innovation and innovativeness in the marketing activities of entrepreneurs, classify criteria for the division on micro-enterprises, small and medium-sized enterprises, explain the factors of marketing and entrepreneurial environment, state and explain the procedures of market research and segmentation, explain the elements of the marketing mix in defining entrepreneurship offer on the market, create and manage the marketing program on the market (define the plan, organization, staffing and financing of the entrepreneurial venture).

The concept and basic characteristics of relationship between marketing and entrepreneurship, the necessity of applying marketing ways of business thinking (marketing concept) in entrepreneurship, the importance of innovation and innovativeness in the marketing activities of entrepreneurs, criteria for the division and characteristics of micro-enterprises, small and medium-sized enterprises, marketing and entrepreneurial environment, aspects of the research and market segmentation, policy instruments of the marketing mix (product, price, distribution, promotion) in shaping entrepreneurial offer, defining of the marketing program (selection of the appearance strategy of entrepreneurs on the market), management of the marketing program.

Lectures, exercises, seminar classes which include the preparation and presentation of papers, group presentations and discussions on the given topic.

Colloquium I (0-20 points); Colloquium II (0-20 points); Final exam (0-50 points); Attendance (2point); Class activities (seminar papers, discussions, case studies) (0-8 points)

Macura, P. (2009). Marketing - micro, small and medium-sized enterprises. Banja Luka: Faculty of Economics, University of Banja Luka; Kotler, Ph. (2008). Marketing Management. Zagreb: Mate (Belgrade: Data Status).