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Start-up Entrepreneurship Marketing
Study Course Description
Course Description Statuss:Approved
Course Description Version:2.00
Study Course Accepted:02.02.2024 12:29:33
| Study Course Information | |||||||||
| Course Code: | SBUEK_204 | LQF level: | Level 6 | ||||||
| Credit Points: | 3.00 | ECTS: | 4.50 | ||||||
| Branch of Science: | Management | Target Audience: | Business Management | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Kristaps Zaļais | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 8 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 16 | ||||
| Classes (count) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
| Total Contact Hours | 28 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
| Total Contact Hours | 22 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Marketing. | ||||||||
| Objective: | The aim of the course is to provide students with knowledge and practical skills on start-up marketing. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Growth hacking techniques to effectively attract users or customers. | Lectures | 2.00 | auditorium | |||||
| 2 | Public relations and guerrilla marketing techniques to promote a start-up company. | Lectures | 2.00 | auditorium | |||||
| 3 | Presentations at events and conferences, creating a personal blog as a start-up marketing strategy. | Lectures | 2.00 | auditorium | |||||
| 4 | Start-up marketing components and their terms: customer acquisition, activation, customer retention, upsell, cross-sell. | Lectures | 2.00 | auditorium | |||||
| 5 | Marketing tools and techniques | Classes | 2.00 | auditorium | |||||
| 6 | Conversion funnel model for verifying assumptions. | Classes | 2.00 | auditorium | |||||
| 7 | Use of social networks in start-ups. | Classes | 2.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Growth hacking techniques to effectively attract users or customers. | Lectures | 1.00 | auditorium | |||||
| 2 | Public relations and guerrilla marketing techniques to promote a start-up company. | Lectures | 1.00 | auditorium | |||||
| 3 | Presentations at events and conferences, creating a personal blog as a start-up marketing strategy. | Lectures | 1.00 | auditorium | |||||
| 4 | Start-up marketing components and their terms: customer acquisition, activation, customer retention, upsell, cross-sell. | Lectures | 2.00 | auditorium | |||||
| 5 | Marketing tools and techniques | Classes | 2.00 | auditorium | |||||
| 6 | Conversion funnel model for verifying assumptions. | Classes | 2.00 | auditorium | |||||
| 7 | Use of social networks in start-ups. | Classes | 2.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Development and implementation of a practical marketing strategy for the training company and presentation of the results thereof. | ||||||||
| Assessment Criteria: | Accumulated grade and exam. Percentage of the accumulated grade consists of: attendance of classes (10%); activity in seminars (30%); homework (10%); individual work (20%) and exam (30%). | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | Students gain knowledge of start-up marketing features, techniques, methods, and implementation thereof. Students gain knowledge of how social media works in disseminating information. | ||||||||
| Skills: | Ability to orientate oneself in the marketing names, definitions and phrases used by start-ups; understand financial and analytical indicators of marketing; acquire growth hacking and guerrilla marketing skills in product development, do budgeting for start-up marketing activities. Ability to effectively inform the public about a start-up. Ability to create a brand and create quality content for it. | ||||||||
| Competencies: | Ability to evaluate marketing financial and analytical indicators of a start-up. Ability to attract more customers with low financial resources and innovative marketing techniques. Ability to find and focus on a start-up’s target audience. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Ryan Holiday, Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising, 2014. | ||||||||
| 2 | Seth Godin, All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All, 2009. | ||||||||
| 3 | Guy Kawasaki, The Art of Social Media: Power Tips for Power Users, 2014. | ||||||||
| 4 | Geoffrey Moore, Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers, 2014. | ||||||||
| 5 | Seth Godin, Purple Cow: Transform Your Business by Being Remarkable, 2003. | ||||||||
| 6 | Paul Graham, Hackers & Painters: Big Ideas from the Computer Age, 2010. | ||||||||
| 7 | John Zagula, The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market, 2004. | ||||||||
| 8 | Robert Peters, Growth Hacking Techniques, Disruptive Technology - How 40 Companies Made It BIG, 2014. | ||||||||
| 9 | Jose Casanova, Growth Hacking - A How To Guide On Becoming A Growth Hacker, 2013. | ||||||||
| 10 | Ryan Holiday, Trust Me, I'm Lying: Confessions of a Media Manipulator, 2013. | ||||||||
| 11 | Ben Horowitz, The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers, 2014. | ||||||||
| 12 | Gabriel Weinberg, Traction: A Startup Guide to Getting Customers, 2014. | ||||||||
| Additional Reading | |||||||||
| 1 | Steve Blank, The Four Steps to the Epiphany: Successful Strategies for Products that Win, 2004. | ||||||||
| 2 | Steve Blank, The Startup Owner's Manual: The Step-By-Step Guide for Building a Great Company, 2012. | ||||||||
| 3 | Peter Thiel, Zero to One: Notes on Startups, or How to Build the Future, 2014. | ||||||||
| 4 | Geoffrey Moore, Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets, 2004. | ||||||||
| 5 | Chip Heath, Made to Stick: Why Some Ideas Survive and Others Die, 2009. | ||||||||
| 6 | Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, 2009. | ||||||||
| 7 | Eric Ries, The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, 2011. | ||||||||
| 8 | Guy Kawasaki, The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything, 2004. | ||||||||
| Other Information Sources | |||||||||
| 1 | http://platformsandnetworks.blogspot.com/p/marketing.html | ||||||||
| 2 | http://blakemasters.com/peter-thiels-cs183-startup | ||||||||
| 3 | http://www.zoomstra.com/foundersworkbook/ | ||||||||
| 4 | https://growthhackers.com/ | ||||||||
| 5 | http://blakemasters.com/peter-thiels-cs183-startup | ||||||||
| 6 | https://launchpadcentral.com/ | ||||||||
| 7 | http://practicetrumpstheory.com/3-rules-to-actionable-metri… | ||||||||
