Marketing da Inovação e Novos Produtos - Iseg

Objectives

To understand the conceptual framework inherent to entrepreneurship; To understand the underlying processes of entrepreneurship; To identify the main steps that lead to the creation of an entrepreneurial business; To develop processes of creativity and generation of ideas for new businesses; To use marketing and entrepreneurship concepts to identify new business opportunities; To identify the particularities of entrepreneurial marketing; To understand all marketing processes associated with the development of a new product/ service/company; To distinguish a business plan from an entrepreneurial marketing plan; To develop an entrepreneurial marketing plan.

Syllabus

Introduction to Entrepreneurship Identification of Marketing/Business Opportunities Business Models Entrepreneurial Marketing Plan Development of Marketing-Mix Entrepreneur (Market Studies) Marketing in the Entrepreneurial Context Segmentation, Targeting and Positioning Customer Analysis and Development Analysis of Competition