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2017
Utrecht University logo

Entrepreneurial Marketing - How Small Firms Can Win

Organizing institution
Utrecht University, Faculty of Law, Economics and Governance (UU)
Course code
B4
Course fee (incl. housing)
€ 675
Level
Advanced bachelor level

SMEs face different challenges than their large counterparts. For example, their marketing expertise and budgets are different. This calls for a different way to market their products and services. Entrepreneurial Marketing is the second course in the track "Entrepreneurial Side of Business" and offers the student an insight into this different way.

If you ask an entrepreneur what skills or knowledge have to be developed in their company, most entrepreneurs will answer "marketing". Most marketing courses however focus on larger firms even though the marketing strategies do not seem applicable to smaller entrepreneurial forms with smaller budgets...
The main theme during this course will be how small and medium sized firms (SMEs) can create competitive advantage with the limited marketing resources they possess. Some knowledge on (traditional) marketing is nice to have but not necessary for this course.

Guest lectures are offered for free, so is the hard work... we look forward to meeting you this summer.

This course is the second course of the track "Entrepreneurial Side of Business" (1. Entrepreneurship: Theory and Practice- 2. Entrepreneurial Marketing- 3. Social Entrepreneurship- 4. Strategic Entrepreneurship)

Tags: entrepreneurship, entrepreneurial, marketing, leadership, business, management, smes, customers, innovation

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COURSE LEADER

Peter O. van der Meer

LECTURERS

Peter O. van der Meer (Utrecht University)
Hans-Peter Bakker (Rhodes University)
Burhan Udin MSc, assisting lecturer (STIE Perbanas Surabaya, Indonesia)

TARGET GROUP

All students interested in developing small and medium sized ventures, either with or without a profit motive. Previous knowledge of marketing is not required, an interest in selling your ideas is.
The course is in English and interactive by nature. Therefore students are expected to have a good proficiency in oral and written communication.

COURSE AIM

The course aims to create awareness that the marketing done within SMEs is different compared to the marketing done in large firms. At the end of the course the students will have experienced these differences and have some tools to market small and medium sized ventures.

STUDY LOAD

Four hours per day (at least). The course starts at 10AM and there will be a break at 12AM. After class students are expected to prepare the assignments for the next day and work on a group project.

FEE

• € 675 - Course + course materials + housing
• € 475 - Course + course materials

DISCOUNTS AND COMBINATIONS
» Overview of all available discounts

SCHOLARSHIPS

Utrecht Summer School does not offer scholarships for this course.

MORE INFORMATION

Peter O. van der Meer
p.o.vandermeer@uu.nl
+31 (0)30 253 7416


» Contact Utrecht Summer School

REGISTRATION

Deadline for registration: 14 June 2017