Subject description

Subject title:
Entrepreneurship and marketing

Content:
Marketing and Entrepreneurship largely determines the fate of business owners and SMEs around
the world - their success, their growth, their profitability. What does marketing and entrepreneurship in
SMEs mean? This is an intriguing question from many perspectives.

Marketing is a business philosophy, based on the principle of putting the customer first. In the SME
the critical success factors relevant to marketing decision making will generally be those related to the
success or failure of the entire company.

It is apparent that marketing in SMEs is often fundamentally different and more successful than in
large firms. But what are the crucial factors for successful marketing in SMEs? This project aims to
discover the particularities of marketing in small and medium sized enterprises

Learning objectives:

• The student will understand the role of marketing in the context of the small and middle sized
enterprise.

• The student will comprehend those factors that influence and impact on marketing activities
in such enterprises.

• The students will recognize the marketing advantages of SMEs and examine how SMEs and
their owner/managers actually go about practicing and implementing marketing

Working methods:
Literature research and research of other sources; discussions within the student group; visits to
entrepreneurs, during the presentation students should use practical examples and exercises
involving the audience.

Literature/Other Sources:

David Carson, Stanley Cromie, Pauric McGowan, Jimmy Hill (1995). Marketing and entrepreneurship
in SMEs. Harlow: Prentice Hall

Leonard M Lodish, Howard Morgan, Amy Kallianpur (2002). Entrepreneurial Marketing: Lessons from
Wharton's Pioneering MBA Course. Hoboken: John Wiley and Sons, Inc.

Uwe Sachse (2003). Wachsen durch internationale Expansion. Wiesbaden: Gabler

Contact information of supervisor:

Senior Lecturer Sven Rassl
HAMK University of Applied Sciences
Email: sven.rassl@hamk.fi
Skype: svenrassl

Expected outcomes:
• Group report = 10-15 pages (one page approx. 2600 characters incl. spaces)
• Presentation = 5 minutes/student for each presentation (all group member ought to present)