Course overview and introduction
Current ‘best practice’ understanding of 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 build robust foundation 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. We focus on facilitating challenge of conventional marketing concepts through the fostering of entrepreneurial mind-set and understanding of how key dimensions of entrepreneurship can be used to enhance marketing process and activities within growth-oriented enterprises – and the potential for course participants to nurture an enhanced ‘enterprising person’ role in that entrepreneurial marketing process.
The course is oriented toward the nurturing of the individual in terms of enhanced contribution to performance and development of his existing enterprise and his career path progression therein – and to his or her CPD development in terms of future personal growth.
Aims of the course
The course aims to foster unique course participant practice-ready knowledge base and commence nurturing of associate entrepreneurial marketing capabilities and behaviours, including:
- Enhancing of existing traditional marketing orientation perspectives through development of more robust entrepreneurship mind-set, behaviours and learning approaches
- Recognising how marketing can and should be 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 – recognising own potential daily input and sub-role in this linkage process [and contribution to ultimate provision of value-added to customers]
Who is the course for?
- Marketers working at any level within the organisation.
- Mid and senior level managers within FinTech micro, small and medium-sized enterprises.
- Nascent and Start-up phase FinTech entrepreneurs.
Benefits of attending the course
The programme fosters robust foundations of knowledge and begins to nurture abilities and behaviours which underpin the continuing professional development of delegates, producing key benefits which include:
- A mind-set oriented toward entrepreneurial learning-oriented enterprise progressively nurturing robust marketing-entrepreneurship interface.
- An embrace of entrepreneurship as a ‘behaviours 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.
- Propensity for and ability to contribute to ongoing innovation within own enterprise – constantly seeking to generate creative ideas and work with colleagues in converting to innovative products/services, delivery and operational processes.
- Drive own personal continuing professional development.
Note: This course is designed to enable participants to further reinforce and enhance the foundation knowledge, behaviours and abilities developed herein through subsequent participation in our 2 days Interactive Development Workshop: Entrepreneurial Marketing
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 – understanding-building of, the key processes and activities that are involved in entrepreneurship and the activities and behaviours in which successful, growth-achieving small business entrepreneurs engage.
- Fostering entrepreneurial approach to core traditional marketing concepts, such as segmentation, positioning and the marketing mix.
- Nurturing of mind-set with regard to the potential in interaction with the external environment for creation of business development opportunities [not mere discovery of opportunity].
- Focus on how an entrepreneurship underpinned management approach orients the organisation and key workforce toward more entrepreneurial ways of build-up of timely market and customer base knowledge and of strategic learning, analysis and use of planning.
Teaching and Learning Strategy
Our Delivery Approach:
- The programme will be delivered as a 1-day interactive Online Workshop consisting of like-minded Fintech marketers and managers.
- Draws upon understanding of best small business management and entrepreneurial marketing practice and rigorous practice-relevant management theory and concepts.
- Utilises combination of ‘teacher-facilitator’ input and participant learning activity sessions.
- Thus – Treats participants, not as passive recipients of instruction, but as inquisitive, active learners.
- Anchors the creative thinking abilities of the participants to help foster their innovative ideas with regard to the entrepreneurship-marketing interface.
- 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.
- 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 key distinctive characteristics of entrepreneurial marketing [vis-à-vis traditional marketing] and their potential application in the nurturing of innovative small business development.
Comprehend key elements of entrepreneurship and recognise opportunity for cementing and exploiting the marketing-entrepreneurship interface within own enterprise.
Reflect upon traditional marketing standpoints and identify opportunity for introducing entrepreneurial marketing perspectives to foster innovative managerial, organisational and developmental enhancements within own work roles and own enterprise.
Begin to utilise appropriate areas of the entrepreneurship knowledge- and abilities-bases, including pro-activeness, creative thinking capability and innovative learning behaviours.
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.