Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.
LEARNING OUTCOMES
After the course students understand the distinctive elements and conceptual frameworks/tools of entrepreneurial marketing, and can apply the knowledge by identifying, analyzing and solving a real-life business problem. The course will also improve students' team-work, problem-solving, presentation, and negotiation skills.
Credits: 5
Schedule: 19.04.2021 - 03.06.2021
Teacher in charge (valid 01.08.2020-31.07.2022): Jukka Partanen
Teacher in charge (applies in this implementation): Jukka Partanen
Contact information for the course (applies in this implementation):
CEFR level (applies in this implementation):
Language of instruction and studies (valid 01.08.2020-31.07.2022):
Teaching language: English
Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
Valid 01.08.2020-31.07.2022:
The course will cover the core areas of entrepreneurial marketing such as identifying market opportunities, analyzing market environment (special focus on customer needs), assessing promotional possibilities, as well as building partnerships and networks. These issues are discussed especially from the perspective of technology-based and growth-oriented firms.
Assessment Methods and Criteria
Valid 01.08.2020-31.07.2022:
Attendance in sessions (10%), In-class participation (0-5%), (Pls note: Mandatory attendance in the first session and presentation days). Individual learning diary (ca. 20%), one team assignment (ca. 5%), a final project (done in teams for a real life startup; ca. 50%), peer-evaluation on team contribution (10%).
Applies in this implementation:
Evaluation and grading
In-class attendance (1 p / session): 10
p.In-class participation: 0-5
p.Learning diary: 20
p.One team assignment: 5 p.
Final presentation (35p. for content, 10 p. for
presentation): 45
p.Final presentation the client: 5 p.
Peer-evaluation on project team contribution: 10
p.Total: 100
p.The assessment of the learning diaries is based on the depth of the reflection:
(1) Summarizing the content of the sessions (0-7 points = failed); (2) Some
reflection of the themes of the sessions (e.g., studies, work experience) (8-13
p.); (3) Deep reflective text with novel linkages with e.g., other frameworks
and analytical concepts (14-20 p.). Do not copy-paste text from existing online
documents. Plagiarism is not tolerated (it is
another way to fail-fast the course). To facilitate your reflective writing,
please find one good example of reflective writing in MyCourses.The assessment of the projects (e.g., case access, negotiated project agreement,
fieldwork, analysis, novelty of the solution), presentations, and the peer-evaluation of team-work are based on rubrics/templates, which are provided in the
beginning of the course. Please note: you need pass the learning diary (minimum
8 points out of 20), the assignment (minimum 2 points out 5) and the final
project (minimum 14 points out of 35) to pass the course. Similarly, if a
team-member receives “0” constantly from peer evaluations, there is a strong
evidence on freeriding, which leads to failing the course.Points vs. grades
86 - 100 points = 5 (excellent knowledge)
70 - 85 points
= 4 (very good knowledge)60 - 69 points
= 3 (good knowledge)50
- 59 points = 2 (satisfactory
knowledge)40 - 49 points = 1 (sufficient knowledge)
0
- 39 points = 0 (fail)
Workload
Valid 01.08.2020-31.07.2022:
Lectures: 24 hours
Reflection papers, assignments, cases: 10-20 hours
Final project: 80-100 hoursMandatory 80% attendance in sessions and presentation days.
Applies in this implementation:
Workload
Sessions: 15 hours (11%)
Learning diary: 10
hours (8%)One team assignment: 5 hours (4%)
Final project: 98 hours (77%)
Total: 135 hours
DETAILS
Study Material
Valid 01.08.2020-31.07.2022:
To be announced separately.
Applies in this implementation:
Course material
Lecture material (PDF slides)
Other material distributed in the class (e.g.
articles)Book(s)
– Moore, G.(2014). Crossing the chasm.
– Aulet, B. (2013). Disciplined
Entrepreneurship.Supplementary readings
–
Read et al (2009).
Marketing Under Uncertainty: The Logic of an Effectual Approach. Journal of
Marketing, 73 (3): 1-18.– Crane, F.G. (2010). Marketing for entrepreneurs –
concepts and applications for new ventures.– Ostrewalder, A. & Pigneur, Y. (2010). Business
Model Generation.– Schindehutte, M. & Morris, M. & Pitt, L.F.
(2008). Rethinking marketing – the entrepreneurial imperative.
Substitutes for Courses
Valid 01.08.2020-31.07.2022:
Replaces the course TU-91.2044 Entrepreneurial Marketing and TU-E4070 Entrepreneurial Marketing.
Prerequisites
Valid 01.08.2020-31.07.2022:
Principles of Marketing or equivalent course.
FURTHER INFORMATION
Details on the schedule
Applies in this implementation:
Sessions: Mon-Fri 19-23 April 10.00-14.00
Final presentations: Mon-Fri 31 May-3 June 10.00-14.00
- Teacher: Partanen Jukka