EC2VM7.5 ECTSQ4EnglishBachelor
Venture Marketing
FaculteitFaculty of Law, Economics and Governance
NiveauBachelor
Studiejaar2026-2027
Beschrijving
Course goals
At the end of the course, the student is able to:
- Explain how startups and SMEs can implement marketing to gain a competitive advantage;
- Generate, screen and develop ideas;
- Explain the use of different pricing strategies;
- Explain the use of distribution strategies to gain a competitive advantage;
- Explain the difference between marketing and advertising;
- Explain and use different promotion strategies for start-ups and SMEs.
Content
Venture Marketing is one of the core courses in the Minor Entrepreneurship but is open to students interested in marketing. Experience in or with start-ups or small and medium-sized businesses (SMEs) is not required, for the course will largely take an academic view of the subject. A business start-up that a student may be working on/with can be taken in as part of the research project. The main theme in this course is how start-ups and small and medium-sized firms (SMEs) can create a competitive advantage with limited marketing resources. During the course, different marketing concepts will be introduced. We will focus on the marketing management process and on how competitive advantage can be created using market research, product development, pricing strategies and communication strategies. One of the objectives of this course is to teach students how to apply concepts, models and theories from the domain of marketing in specific (new) business situations. This will be accomplished by using case studies and a video (management) project.
Effort requirements
Students are required to have participated in at least 80% of all lectures and tutorials. Next to that they must have handed in all assignments on time (each day later, one point will be subtracted) and they must have contributed to the course by adding a case study, an interview or any other content to the Brightspace-site.
In addition to this general requirement, it is required that students are present in week 1 of the course in order to make teams for the video project. Students who are not present will not be allowed to enter the course later.
Information
This course cannot be followed by students Economics and Business Economics (U.S.E.).
In case online access is required for this course and you are not in the position to buy the access code, you are advised to contact the course coordinator for an alternative solution. Please note that access codes are not re-usable meaning that codes from second hand books do not work, as well as access codes from books with a different ISBN. Separate or spare codes are usually not available.
Effort requirements
Students are required to have participated in at least 80% of all lectures and tutorials. Next to that they must have handed in all assignments on time (each day later, one point will be subtracted) and they must have contributed to the course by adding a case study, an interview or any other content to the Brightspace-site.
In addition to this general requirement, it is required that students are present in week 1 of the course in order to make teams for the video project. Students who are not present will not be allowed to enter the course later.
Information
This course cannot be followed by students Economics and Business Economics (U.S.E.).
In case online access is required for this course and you are not in the position to buy the access code, you are advised to contact the course coordinator for an alternative solution. Please note that access codes are not re-usable meaning that codes from second hand books do not work, as well as access codes from books with a different ISBN. Separate or spare codes are usually not available.
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