ENTREPRENEURIAL MARKETING

Transcription

1 ENTREPRENEURIAL MARKETING Chris Coleridge Course Facilitator Chris Coleridge is a Teaching Fellow in UCL s Department of Management Science and Innovation (MS&I). He is also a Visiting Lecturer at London Business School where he teaches on the Masters in Management, MBA, EMBA and Executive Education programmes. Prior to becoming an academic, Chris was an entrepreneur who in the 1990s founded seven start-ups in the marketing services industry, several of which are still in existence in one form or another, and was a Fellow of the Institute of Direct Marketing. After selling one of his businesses in 2001, he did an MBA at London Business School. Deciding that scholarship and teaching were his vocation, he moved to the LSE, where he completed an MSc in Organisational and Social Psychology and where he is now in the final stages of his PhD studies in Management. Chris s research and teaching activities focus on strategic innovation, entrepreneurship, social networks, team performance, non-market strategy and strategic management. He is also watching the development of constructive capitalism with keen interest and especially the role to be played by technological entrepreneurs in this area. Chris is a US/UK dual national born in the same hospital as Barack Obama, but resident in the UK since He lives near Cambridge with his partner Lucie and their sons. LinkedIn: [email protected]

2 Entrepreneurial Marketing is suitable for any business person who wishes to market a new offering, or improve their current marketing approaches in a context of low resources. Participants will gain a set of practical tools and approaches for making high impact approaches to marketing strategy and tactics. Course Overview Entrepreneurial marketing is different from normal marketing because you start from a position of low resources. Neither reputation nor market power is doing the job for you. This limits what you can do but it also gives you great scope for creativity and impact. You will develop a deeper understanding of and new or improved skills in segmentation, pricing, messaging, sales and distribution, community-building, developing value propositions, positioning/differentiation, market testing and discovering new entrepreneurial opportunities. Course Topics/Keywords Products/services/value propositions Brands Sales Distribution Pricing PR SEM/SEO Segmentation Research Differentiation/Positioning Market Entry Personal Brand/Networking Course Schedule Session Topic 1 Day 1, Morning Introduction to Entrepreneurial Marketing 2 Day 1, Morning Segmentation and research 3 Day 1, Afternoon The Marketing Mix Part One Value Propositions, Branding and Messaging 4 Day 2, Morning The Marketing Mix Part Two Sales, Distribution, Pricing and Promotion 5 Day 2, Morning The Marketing Mix Part Three Community and Ecosystem 6 Day 2, Afternoon Positioning and differentiation 7 Day 3, Morning New Market Entry 8 Day 3, Afternoon Social media marketing 9 Day 3, Afternoon Planning, Budgeting and Testing

3 Course Session Descriptions Session One: Introduction to entrepreneurial marketing Product and industry life-cycles o Understanding and adapting to the cycle o Matching marketing strategy and tactics to the cycle Where do new ideas come from? o Implications for marketing tactics Prioritising and balancing planning with opportunism Setting goals Personal branding and personal networks Session Two: Segmentation and Research The problem with intuitive management and decision-making Treating different customers differently Understanding what triggers purchasing behaviour and basing customer segmentation on that Researching and following the implications of buyers context Solutions without problems o Bundling features and benefits the right and wrong way The pivot Cheap and quick market research techniques Session Three: The Marketing Mix Part One Value Propositions, Branding and Messaging Emotions and purchasing behaviour o Five senses marketing o AIDA etc etc Sticky messages and Word of Mouth Being a challenger brand Using customer experiences and involvement to drive messaging Great Pitching Session Four: The Marketing Mix Part Two Channels, Pricing and Promotion The Marketing Analysis Toolkit: Pricing and Profitability Analysis Forecasting Personal Selling and Sales Management

4 Permission Marketing The Magic for Salesmen Customer Data Promotion techniques A-Z o Strengths and weaknesses Cheap and free marketing Session Five: The Marketing Mix Part Three Community and Ecosystem PR Strategy and Practice 3 rd Party Credibility Alliances and partnerships Community-based marketing Competitor or frenemy? Pitching as part of networking and building community Lead-user innovation Session Six: Positioning and differentiation Credible positioning o Internal capabilities o External image Value Innovation Basic, discriminating and energising product/service attributes Changing customers metrics of success Innovating across the customer buying and consumption cycle Business Model Innovation Session Seven: Market Entry Discovery Driven Planning Product or Market Development? Early Adopters/Majority Buyers Planning, Sequencing and Adjusting Course when entering a market Session Nine: Social Media Marketing A-Z of SMM Traps for the Unwary

5 You Ltd vs Your Venture plc Where to Start How to convert contact and friendship to sales Session Ten: Planning, Budgeting and Testing Creating a 3-5 page Action Plan based on the course Measuring and Monitoring ROI Tools for staying disciplined and minimising time-suck