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Course overview

Marketing is a critical driver of sales and growth for new and existing organisations. In turbulent times, every organisation, brand and product or service can benefit from the application of entrepreneurial marketing tools and non-conventional entrepreneurial practices regardless of the size of the organisation.

The aim of this course is to equip marketers and entrepreneurs with the knowledge and skills of marketing strategies and tactics they can use to compete successfully in the market.

Through the focus on entrepreneurial marketing, learners will gain an understanding of the competitive market forces that influence the growth of new business or products to ensure these are considered in the development and execution of the marketing strategy from marketing communications to pricing to product development.

The final module of the course takes a practical look at the marketing plan and the knowledge and skills needed to respond to a business tender.

Course curriculum

  • Module 1: Introduction to entrepreneurial marketing
  • Module 2: Entrepreneurial market opportunity analysis
  • Module 3: Strategic entrepreneurial marketing
  • Module 4: Operational marketing in the entrepreneurial context
  • Module 5: Practical application: Implementation of strategy and tendering for jobs

Course outcomes

  • Describe the context of marketing and entrepreneurship and the related dimensions for small and medium businesses
  • Assess the application of marketing theories and models to new ventures and products
  • Understand the micro, macro and competitive market forces that may influence the growth of a new business or product
  • Explore the use of innovative and non-conventional marketing methods in entrepreneurial businesses.
  • Create and implement a strategic marketing plan for qn entrepreneurial businesses.
  • Prepare effective tender documents in response to requests for quotations.


Aaron Koopman, Dr Freddy Mgiba

Course summary

5 weeks consecutive online content
Online exam in week 7

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Students. Accomplished

Paul Motibane


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Aaron Koopman

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Dr Freddy Mgiba

Lecturer – School of Business Sciences, University of the Witwatersrand PhD in Business Sciences, University of the Witwatersrand Lecturer and course writer

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