INTERNATIONAL ISLAMIC

UNIVERSITY
Faculty of Management Sciences

ENTREPRENEURIAL MARKETING

Course Code: MKT 425 Instructor: Mr. Kamran Maqbool

Prerequisite: Semester: Fall 2020
Credit Hours: 3

COURSE OBJECTIVES

The primary objective of this course is to give a grounded

understanding of entrepreneurial marketing as an area of research as
well as its applied aspects. Students will be able to navigate. After
taking this course a student is expected to clearly demonstrate the
ability to identify and analyze entrepreneurial marketing situation and
to apply some academic understanding to come up with solutions.
A student will be able to form a clear picture of the role of marketing
and how it is utilized in making entrepreneurships successful.

RECOMMENDED TEXT BOOKS

 Entrepreneurial Marketing - An Effectual Approach Second Edition by Edwin

J. Nijssen (2017)
 Entrepreneurial Marketing for SMEs by Cacciolatti and Lee (2015)

TOPICS

 Introducing the Entrepreneurial Marketing Domain

 Conceptual Development of Entrepreneurial Marketing

 Theories of Marketing and Entrepreneurship

 Entrepreneurial Marketing Practice

COURSE REQUIREMENTS

 Students are expected to be punctual and regular.

 All assignments must be handed at the end of the class on due
dates. Any assignments given after the class has ended will be entailing
an F grade.
 As per institute policy instructor will not provide explanation of
questions and definition of terms and words during any exam/test.
Students should bring their own stationery, as nobody will be allowed to
share them during exams/tests.
 To actively participate in the class discussions students must revise
previous lectures regularly.
 If a student is absent from a lecture, it is his/her responsibility to
find out and cover whatever was missed. The course instructor reserves
the right to refuse help to students who miss lectures regularly.

ATTENDANCE POLICY

 75% attendance is mandatory, which translates into: -

absences in 75 minutes sessions

 If the student exceeds this limit then as per university policy, they will
not be allowed to sit in the final exam.

TESTING & EVALUATION

Learning will be accomplished through lectures, outside readings and

student participation in classroom discussion and presentations.
Grading will tend to focus on overall personality rather than one or two
aspects. Course grade will depend on continuous reading and
application of concepts learned in class. Test questions may be taken
from textbook readings, hypertext material, additional material
discussed in class and/or other assigned readings. Students are
required to submit assignments in soft and hard formats.

MARKS DISTRIBUTION

(1) Mid-term 25%

(2) Assignments 20%
(3) Quiz 05%
(4) Final 50%
Total 100%
ACADEMIC DISHONESTY

 Academic dishonesty includes copying, plagiarism, any attempt to help or

get help from others during a test or quiz.
 For the first offence “F” will be marked for the particular test, second time
“F” will be marked for the whole course and on the third attempt, the
student will be expelled.
 Copying assignments from fellow students, OCR scanning of text from
books and submission of assignments without references are also
considered as academic dishonesty. All Assignments found identical will
be marked zero and cheating cases will be filed to student’s record.

COURSE CONTENTS

Week – 1
 Introduction
 Overall view of Marketing as an area of study and research

Week – 2
 Entrepreneurial Marketing Domain

Week – 3
 Conceptual Development of Entrepreneurial Marketing
 Entrepreneurial Cognition and Learning

Week – 4
 Marketing and Entrepreneurship
 Entrepreneurial marketing and hybrid entrepreneurship

Week – 5
 Theories of Marketing and Entrepreneurship

Week – 6
 Theories of Marketing and Entrepreneurship

Week – 7
 Entrepreneurial Marketing and Social Marketing

Week – 8
 Entrepreneurial Marketing practice

Mid-term

Week – 9
 Entrepreneurial Marketing practice

Week – 10
 Entrepreneurial Marketing practice
Week – 11
 Entrepreneurial Marketing practice

Week – 12
 Entrepreneurial Marketing practice

Week – 13
 Entrepreneurial Marketing in B2B context

Week – 14
 Entrepreneurial Marketing and Ethnic Minorities
 Entrepreneurial Marketing and post-disaster business recovery

Week – 15 & 16
 International Entrepreneurial Marketing