Course Title: Marketing for Entrepreneurs

Part A: Course Overview

Course Title: Marketing for Entrepreneurs

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


630H Management


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009,
Sem 1 2010,
Sem 1 2011

Course Coordinator: Dr. Caroline Tan

Course Coordinator Phone: +61 3 9925 1302

Course Coordinator

Course Coordinator Location: 108.16.48

Course Coordinator Availability: By Appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

The prerequisites for this course are BUSM 1311 ‘The Entrepreneurial Process” and MKTG 1025 ‘Marketing Principles’. You must have already passed these courses.

Course Description

This course is designed to introduce students to marketing theory, market research, marketing strategies and their relationship to entrepreneurship. This course will involve the in-depth study of entrepreneurial marketing strategies and techniques and, where possible, will include practising entrepreneurs.

Theory will be contextualised within the concept of the entrepreneurial venture. Students will examine start-ups to small-to-medium sized enterprises trading within markets with distinct needs and limited budgets and analyse and develop effective marketing strategies.

The course compares conventional corporate marketing with ‘guerrilla’ marketing - where hands-on, creative marketing methods operating within tight budgets are critical to survival. These marketing tactics can also serve to revitalise larger businesses.

Objectives/Learning Outcomes/Capability Development

On completion of Marketing for Entrepreneurs, students will:

  • Understand and apply techniques for effective low cost market research and delivery
  • Understand key marketing concepts and how they are used to identify, create and take advantage of entrepreneurial opportunities in both local and global contexts
  • Understand how client relationships link to the likelihood of return business and promotion
  • Demonstrate a range of enterprising capabilities including how opportunity recognition and creativity affect marketing
  • Be confident in their ability to market a new venture’s product or service effectively

  • Be able to evaluate and modify marketing strategies to keep pace with changes in market characteristics and technology
  • Understand and demonstrate effective sales techniques
  • Understand that marketing in an entrepreneurial fashion is often about doing more with less
  • Understand that the marketing function of a new venture must be integrated with all other aspects of the business planning process. 

Overview of Learning Activities

Students will explore theories and concepts associated with the defined learning outcomes and the practical application of these theories and concepts via learning modes such as formal lectures, guest lectures and tutorials involving case studies, class discussions and presentations.

Overview of Learning Resources

Prescribed Text/s
There is no prescribed text book for this course.

Use of DLS
Students also have access to course materials and additional readings on the DLS website via the course Blackboards including external internet links and access to RMIT Library online and hardcopy resources.

Other references
A list of other references will be made available on the DLS.

Overview of Assessment

A range of assessment will be undertaken in this course that may involve examinations, mini-quizzes, essays, business reports, case study analysis, presentations and participation.

Please use the RMIT Business referencing guidelines document for report style found at: . An online version can also be found at:

Academic integrity and plagiarism
RMIT policies concerning academic integrity and plagiarism apply to students in this course. For more details see:

As well, note further requirements in Part B of the Course Overview.