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Dear colleagues, 

I am currently designing an Entrepreneurial Marketing subject that I will be teaching to undergraduates next semester (July - December). I would greatly appreciate any insights/advice/suggestions as to subject content. The subject itself is intended to provide an overview of the demands associated with marketing a new business -- from generating and translating an idea into a new enterprise via high-impact, low-budget marketing. So, ideally, the subject will allow students the opportunity to develop, refine and test marketing ideas or concepts, and to be able to express these ideas (for example, via a marketing plan in the form of a poster incorporating elements of the business model canvas). The semester is divided into 12 lectures (with corresponding tutorials). 

I would very much appreciate any advice regarding subject content (e.g. social media marketing, opportunity translation, feasibility analysis) from those who may have designed/taught such a subject, if at all possible.

Many thanks and kind regards,

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Paul Finn BA, MSc, PhD
Department of Management & Marketing
University of Melbourne
198 Berkeley Street, Carlton, Victoria
Australia 3010
Tel: +61-3-8344-1481
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Hi Paul,
you may want to start with the Market Opportunity Navigator, see attached files (incl. an educators guide), as this framework helps to answer what many would say is the most important question - which market to enter. Many programs apply it and have done so with much success. You can find additional supporting material at www.wheretoplay.co, and can apply the tool together with other tools (like BMC, Lean start-up)
hope it helps
Marc

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Marc Gruber
Ecole Polytechn. Federale De Lausanne
CH-1015 Lausanne
+41216930010
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Original Message:
Sent: 04-01-2019 23:16
From: Paul Finn
Subject: Designing an Entrepreneurial Marketing subject

Dear colleagues,

I am currently designing an Entrepreneurial Marketing subject that I will be teaching to undergraduates next semester (July - December). I would greatly appreciate any insights/advice/suggestions as to subject content. The subject itself is intended to provide an overview of the demands associated with marketing a new business -- from generating and translating an idea into a new enterprise via high-impact, low-budget marketing. So, ideally, the subject will allow students the opportunity to develop, refine and test marketing ideas or concepts, and to be able to express these ideas (for example, via a marketing plan in the form of a poster incorporating elements of the business model canvas). The semester is divided into 12 lectures (with corresponding tutorials).

I would very much appreciate any advice regarding subject content (e.g. social media marketing, opportunity translation, feasibility analysis) from those who may have designed/taught such a subject, if at all possible.

Many thanks and kind regards,

------------------------------
Paul Finn BA, MSc, PhD
Department of Management & Marketing
University of Melbourne
198 Berkeley Street, Carlton, Victoria
Australia 3010
Tel: +61-3-8344-1481
------------------------------

Hi Paul,

you may find the attached case study helpful as well (works for not sustainability focused classes as well). Have used it many times now for different classes (Bachelor/Master) and different lengths (minimum of 90 mins up to 4 hours).

Best,
Julia

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Julia Binder
EPFL
Lausanne
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Original Message:
Sent: 04-01-2019 23:16
From: Paul Finn
Subject: Designing an Entrepreneurial Marketing subject

Dear colleagues,

I am currently designing an Entrepreneurial Marketing subject that I will be teaching to undergraduates next semester (July - December). I would greatly appreciate any insights/advice/suggestions as to subject content. The subject itself is intended to provide an overview of the demands associated with marketing a new business -- from generating and translating an idea into a new enterprise via high-impact, low-budget marketing. So, ideally, the subject will allow students the opportunity to develop, refine and test marketing ideas or concepts, and to be able to express these ideas (for example, via a marketing plan in the form of a poster incorporating elements of the business model canvas). The semester is divided into 12 lectures (with corresponding tutorials).

I would very much appreciate any advice regarding subject content (e.g. social media marketing, opportunity translation, feasibility analysis) from those who may have designed/taught such a subject, if at all possible.

Many thanks and kind regards,

------------------------------
Paul Finn BA, MSc, PhD
Department of Management & Marketing
University of Melbourne
198 Berkeley Street, Carlton, Victoria
Australia 3010
Tel: +61-3-8344-1481
------------------------------