Course overview and introduction
Small business survival and growth in the current pandemic business climate is demanding high-level management ability to respond to never-before-encountered challenges and unfolding development opportunities. This programme focuses on the potential for dynamic growth-seeking SMEs to embed entrepreneurship and entrepreneurial management capabilities into and throughout their enterprises. Thereby becoming better equipped for dealing with and exploiting opportunity within the current highly uncertain Covid-19 impacted external business environment.
Research into fast growth-achieving small businesses demonstrates how key attributes of entrepreneurship are evident in the entrepreneurial marketing activities of those successfully growing enterprises – culminating in their adoption of a more entrepreneurial perspective on traditional marketing in the form of Entrepreneurial Marketing.
Within this programme, we demonstrate how Entrepreneurial Marketing can be explained by using traditional marketing concepts – but that depth of understanding of the concept and its utility in business practice derives from application of key aspects of entrepreneurship. In short, we build richness of understanding of entrepreneurial marketing and show its practical potential in the facilitating of small business growth by treating it as an interface between marketing and entrepreneurship.
Aims of the course
The course aims to foster unique course participant knowledge base and associate entrepreneurial marketing capabilities and behaviours, including:
- Enhancing of existing traditional marketing orientation activities through development of more robust entrepreneurship mind-set, behaviours and learning approaches.
- Entrepreneurial marketing orientation facilitating ‘pro-activeness’ and ‘creative interpretation’ of change situations.
- Treating marketing as the home of the entrepreneurial process in the organisation and facilitator of innovation.
- Approaching entrepreneurial marketing as linkage role in integrating opportunity discovery process, internal learning, development and creative resource-leveraging activities and ultimate provision of value-added to customers.
Who is the course for ?
- Growth-seeking micro enterprise and small business owner managers, CEOs and senior managers.
- Nascent and Start-up phase entrepreneurs.
- Large company managers whose operations depend upon small business inputs.
- Small business support providers [advisers, management trainers, consultants]
- Policy makers in the areas of entrepreneurship, small business development, and entrepreneurial ecosystems development.
- Marketing specialists.
- Academic researchers and providers of entrepreneurship and marketing education.
Benefits of attending the programme
The programme fosters knowledge, abilities and behaviours which underpin the continuing professional development of delegates and, crucially, facilitates enhanced and sustainable operational and strategic development, producing key benefits which include:
- An entrepreneurial learning-oriented enterprise progressively nurturing robust marketing-entrepreneurship interface.
- An embrace of entrepreneurship as a ‘behaviors and capabilities profile’ in oneself as ‘Enterprising Person’ and ability to foster key staff as enterprising person – seeking to create as well as discover development opportunities and innovative underpinning resource-leveraging.
- Entrepreneurial treatment and enhancement of core traditional marketing concepts, such as segmentation, positioning and the marketing mix.
- Enhanced agility to control and manage highly uncertain and hostile external environments.
- Propensity for continuous innovation – ongoing orientation to generating creative ideas and converting to innovative products/services, delivery and operational processes.
- Coherent extension of existing core business activities.
- Entry to new markets and/or new product development – including an ability to develop and sell innovative products to markets that do not yet exist.
Course participants will receive a CPD portfolio certificate [carrying CPD Approved Programme Logo] confirming that they have completed the course and embracing summary of the entrepreneurial marketing knowledge, abilities and behaviours fostered by the course – together with associate CPD points amassed on the course.
- Distinguishing Entrepreneurial Marketing from traditional marketing.
- Treating entrepreneurial marketing as an interface between entrepreneurship and marketing.
- Focus upon what entrepreneurship is and involves – and its potential for layering into and enriching of marketing within growth-seeking micro and small businesses.
- Thus – identifying the key processes and activities that are involved in entrepreneurship and the activities and behaviours in which successful, growth-achieving small business entrepreneurs engage.
- Focus upon key learning and development processes and activities such as:
- Developing the business idea and taking it to market.
- Orientation from mere discovery of development opportunity to discovery or creation of the opportunity and its exploitation and implementations viable business development activity.
- Developing entrepreneurial tools, frameworks and abilities appropriate for identifying, understanding and acting upon the enabling and constraining dimensions of the contemporary external environment.
- And integral to the above – Challenging traditional marketing standpoints with entrepreneurial marketing perspectives to foster innovative managerial, organisational and developmental shift.
Teaching and Learning Strategy
Our Delivery Approach:
- The programme will be delivered as a 2 day interactive Workshop consisting of like-minded growth-oriented entrepreneurs and managers and those involved in their support.
- Draws upon understanding of best small business management and entrepreneurial marketing practice and rigorous practice-relevant management theory and concepts.
- Anchors the creative thinking abilities of the participants to help foster their innovative ideas with regard to the entrepreneurship-marketing interface.
- Facilitates a learning environment where the participants learn from each other and take on board their perspectives ‘to see if there is anything in that perspective for me’.
- Treats participants, not as passive recipients of instruction, but as inquisitive, active learners.
- Uses tailored ‘live’ case studies researched and written by ourselves and development exercises customised out of ‘state-of-the-art’ entrepreneurial marketing knowledge bases to facilitate action-based learning which will immediately inform and guide participants future management and marketing practice.
- Enables participants to utilise their own business or work context as key learning vehicle.
Intended learning objectives (ILOs)
On completion of the programme delegates should be able to:
Understand the distinctive characteristics of entrepreneurial marketing [vis-à-vis traditional marketing] and their potential application in the nurturing of innovative small business development.
Appraise key elements of entrepreneurship and recognise opportunity for cementing and exploiting the marketing-entrepreneurship interface within own enterprise – drawing upon key development concepts such as affordable loss, learning through experiment and ‘try out’ and controllable risk.
Reflect upon traditional marketing standpoints and identify opportunity for introducing entrepreneurial marketing perspectives to foster innovative managerial, organisational and developmental enhancements within own enterprise.
Utilise appropriate areas of the entrepreneurship knowledge- and abilities-bases, including pro-activeness, creative thinking capability and innovative learning behaviours, to aid critical analysis and evaluation of and approach to small business start-up and achievement of sustainable growth.
Professor Peter Wyer
Peter is Professor of Entrepreneurship, an internationally respected specialist in entrepreneurship and business education. He has over 25 years experience managing, ‘partnership working’ with and consulting for growth-seeking small businesses. For several years, he divided his time between the teaching, research and development roles of Professor in Entrepreneurship in university business schools and provision of direct support to small businesses. His research focuses predominantly upon small business strategy development processes and incorporates a comparative dimension that examines small business development in the developed economy context of the UK, the developing economy contexts of Malaysia and Ghana and the transitional economy context of Russia.
He has held leadership positions in the higher education and commercial sectors ranging through Dean and Departmental Head of Business Management to Professorial Lead of Entrepreneurship Research Centres. Within such roles, Peter has designed, developed and delivered innovative business and management education programmes at all educational levels [undergraduate; postgraduate and executive education] and in developed, developing and transitional economy contexts; and has developed creative teaching and assessment approaches and methodologies.
In recognition of his work, his appointments have embraced business and management subject Quality Assessor for the Higher education Funding Council, Director on the Board of North Manchester Business Link and Consultant Industrial Fellow to a leading London independent school. His teaching and lecturing capability has regularly unfolded a ‘repeat client-base’ with students following him from their school context to undergraduate studies; and undergraduates requesting his support for their ongoing study at PhD level. Indicative of his coaching and mentoring skills are five PhD completions (and two of these progressing on to Professorship and Associate Professorship in their specialist fields}.
His international consultancy work includes small business strategic development support and the design, development and delivery of small business management training provision in Russia and Ghana, and Masters level curriculum development in the area of small business management in Malaysia. He has also undertaken consultancy activity for major British companies and agencies, based upon the outputs of his academic research activity, including projects for British Aerospace; the National Freight Consortium; London Development Agency; Welsh Development Agency, the British Council and the UK Small Business Service. His output in the field includes articles, book chapters and conference papers disseminated across ten different countries.