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Marketing Strategy for Entrepreneurs

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Marketing Strategy for Entrepreneurs

EIT Digital

Informações sobre o curso: You live a hands-on-life, and you intend continuing doing so! That is why I guess you already have checked where the QR-code (the logo) for this course lead to, right? And it is in such kind of setting you prefer hands-on-learning. Things you can do, already today, is something you value. You actually did not start this course when enrolling it. You started it long ago, Either as a customer somewhere, or just maybe thinking about marketing for some time. Or maybe you are already working on marketing, of you yourself or maybe your own company. Or as employed somewhere of course. In all these situations what matter is action. Action that contribute to your marketing-journey. This is the reason why we will start of with a situation “as if” you were starting up the sales process in a company where no previous customers existed (and maybe you are, if so...use it during the course). Gradually your sales efforts give result, you get customers and handling the market expansion becomes important. If somewhat lucky, in practice that is the way it goes. The course begins with the art of cold calling (attacking the ones that did not know you did exist. The most tricky ones) and analyzing the potential customers, then gradually moves over to segmentation, positioning, closing the deal, competition, marketing strategy and market expansion. It is normally in that order it develops in practice. The curriculum includes general basic marketing theories as well modern digital marketing issues like onboarding, conversion, and retention, experimental marketing and pivoting. The course includes a number of assignments to facilitate your learning – some of them compulsory. All of them hopefully practically useful for you already today. On one hand this is a basics course. There is far more in this than we are able to cover here. But I still think this course will prepare you for some of the most common marketing and sales efforts needed for technology based companies. Later on I guess you will learn more. Maybe here or somewhere else. Hope you enjoy it. Good learning have to be fun. So if the course is not fun enough for you: Please let me know!

Para quem é direcionado este curso: I don´t think this course totally fit to "normal university-education". It adresses marketing from a practical point of veiw, not as a "normal curriculum-effort". Practice first, theory later so to speak. But if you force me to relate the course into "classical university-education" I would claim that it is intended for first year Master students primarily (or someone with a Bachelor Degree). Maybe for someone wh never has taken a marketing-course before. But note: Just try it for yourself for some minutes and then you realise if it is for you, or not, no matter what kind of basic education you already have. Proof is in the pudding as they say ;-) Please also note that as a consequence, quiz questions are more like exam questions where you have to construct the answer based on the principles that are taught in the web lectures, rather than to recall the literal text of the teacher.


Desenvolvido por:  EIT Digital
EIT Digital

  • Henrik Blomgren

    Ministrado por:  Henrik Blomgren, Dr. Ass. Prof.

    INDEK, Department of Industrial Economics and Management Division of Industrial Marketing and Entrepreneurship Royal Institute of Technology
NívelIntermediate
Compromisso3 hours/week
Idioma
English
Como ser aprovadoSeja aprovado em todas as tarefas para concluir o curso.
Classificação do usuário
4.3 estrelas
Classificação média do usuário 4.3Veja o que os aprendizes disseram
Programa
SEMANA 1
"As if" this was a starting point
2 leituras, 1 questionário de prática
  1. Practice Quiz: Let's start with your Opinion
  2. Reading: And don't click here either
  3. Reading: Not even here
Nota atribuída: Maybe you already knew
Sales – From cold calling to Facebook and Alibaba
7 vídeos
  1. Vídeo: In search of...
  2. Vídeo: My best friend is a contact
  3. Vídeo: Freezing Cold Calling
  4. Vídeo: E-mailing is never e-mailing
  5. Vídeo: But Social is Media
  6. Vídeo: B2B vs B2C: Relations
  7. Vídeo: Closing the deal
Nota atribuída: Sales letters
Nota atribuída: Framing this module
SEMANA 2
Who are these customers and what do they actually want? Analysis – Customer insights and analytics
4 vídeos
  1. Vídeo: Who are all these customers?
  2. Vídeo: 1000 miles in their shoes
  3. Vídeo: Context matters
  4. Vídeo: When fun becomes pain...
Nota atribuída: PEST-ing and SWOT-ing Google.
Nota atribuída: Useful acronyms and so forth
SEMANA 3
It is better to Skate to where the puck is going: Segmentation & positioning
5 vídeos, 3 leituras, 1 questionário de prática
  1. Vídeo: Reasons to skate
  2. Vídeo: Who's old and who's new here actually?
  3. Vídeo: Finding your own way of segmentation
  4. Reading: Digging deeper into Segmentation principles with the help of Facebook
  5. Vídeo: But if segmentation does not work?
  6. Reading: Segmentation in future: As if Facebook and Google joined forces
  7. Vídeo: Don´t tell me a story about storys and branding
  8. Practice Quiz: Self-test on branding
  9. Reading: Really good storytelling
Nota atribuída: Customer segmentation in the Retailing-industry
Nota atribuída: Did I get The Segmentation and Positioning-Module?
SEMANA 4
Instead of the great plan that never will be executed: Experimental marketing and Pivoting techniques
5 vídeos
  1. Vídeo: The reason
  2. Vídeo: And in Practice?
  3. Vídeo: When we stumble
  4. Vídeo: The Digital Feedback-loop
  5. Vídeo: The core of it
Nota atribuída: Pivoting
Nota atribuída: Self-testing the test-module
SEMANA 5
Closing the deal and conversion – AIDA, not just an opera
4 vídeos, 1 leitura
  1. Reading: The opera and the movie
  2. Vídeo: Closing the deal
  3. Vídeo: Desire leads to Action
  4. Vídeo: Interest leads to Desire
  5. Vídeo: Attention leads to Interest
Nota atribuída: Of course you can sing
SEMANA 6
Mass marketing vs. customization to be considered when...
4 vídeos
  1. Vídeo: Massmarketing vs Customization
  2. Vídeo: Different Competitive Strategies
  3. Vídeo: Channel Strategies
  4. Vídeo: The BCG-Matrix
Nota atribuída: Also this module can be tested if you like
SEMANA 7
Playing the market expansion game – The hockey stick phenomena
3 vídeos
  1. Vídeo: The Hockey-stick Phenomenon
  2. Vídeo: Failing when we had it
  3. Vídeo: Leveraging: The next step
Nota atribuída: Hockey-sticking-stick
If no beginning then neither an end
    Nota atribuída: Finale

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    Desenvolvedores
    EIT Digital
    EIT Digital is a pan-European education and research-based open innovation organization founded on excellence. Its mission is to foster digital technology innovation and entrepreneurial talent for economic growth and quality of life. By linking education, research and business, EIT Digital empowers digital top talents for the future. EIT Digital provides online "blended" Innovation and Entrepreneurship education to raise quality, increase diversity and availability of the top-level content provided by 20 reputable universities of technology around Europe. The universities all together deliver a unique blend of the best of technical excellence and entrepreneurial skills and mindset to digital engineers and entrepreneurs at all stages of their careers. The academic partners support Coursera’s bold vision to enable anyone, anywhere, to transform their lives by accessing the world’s best learning experience. This means that EIT Digital gradually shares parts of its entrepreneurial and academic education programmes to demonstrate its excellence and make it accessible to a much wider audience. EIT Digital’s online education portfolio can be used as part of blended education settings, in both Master and Doctorate programmes, and for professionals as a way to update their knowledge. EIT Digital offers an online programme in 'Internet of Things through Embedded Systems'. Achieving all certificates of the online courses and the specialization provides an opportunity to enroll in the on campus program and get a double degree. These are the courses in the online programme:
    Classificações e avaliações
    Avaliado em 4.3 de 5 decorrente de 45 avaliações

    AV

    👍🏻👍🏻👍🏻

    aa

    more than perfect for me ,and the value added countless

    Edith García Martinez

    Good course for entrepreneurs!

    andre norbim

    Great course on how to sell for startups. Need more book references !



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