Entrepreneurial Marketing - How Small Firms Can Win
Faculty of Law, Economics and Governance
23 July 2018
27 July 2018
Utrecht, The Netherlands
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 fourth course in the track "Entrepreneurial Side of Business" and offers the student an insight into this different way. 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.
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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)
Peter O. van der Meer
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.
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.
Course + course materials
Utrecht Summer School
Utrecht Summer School does not offer scholarships for this course.
Peter O. van der Meer
+31 (0)30 253 7416
14 June 2018