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Интеллектуальная Система Тематического Исследования НАукометрических данных |
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Marketing and Entrepreneurshipучебный курс
- Авторы: Шерешева М.Ю., Бузулукова Е.В.
- Год создания: 2011
- Описание: This course addresses issues of entrepreneurship activity using marketing paradigm as a key concept assuring competitive advantages in contemporary market environment. It highlights the im-portance of understanding consumer needs and provides an examination of the basic management de-cisions on developing and executing successful entrepreneurial marketing strategy. Entrepreneurship is defined in the course in the broadest terms and in all forms - entrepreneurial people in large companies, in the public sector, and, of course, those who launch and grow new companies. Still, the main emphasis is on marketing activities of small and medium enterprises in tran-sitional markets (BRICS), since these markets, including Russian market, are widely recognized as the most pespective in 21st century. In addition, there is a clear need to boost SMEs activity in Russia, to prepare new wave of entrepreneurs. It can be achieved by developing entrepreneurial skills to identify and pursue opportunities in contemporary market environment and to address major challenges facing entrepreneurs both in Russia and in the world. The main topics of the course include: the role of marketing paradigm as a key concept assuring competitive advantages in contemporary market environment; marketing peculiarities in SME; un-derstanding consumer and competitive environment; developing successful marketing strategy for SME; specific features of entrepreneur’s marketing toolkit for businesses in Russia and in the world market; relationship marketing and networks in entrepreneurship; internal marketing and service excel-lence. The course is relevant for both future professional application and further scientific studies.
- Добавил в систему: Шерешева Марина Юрьевна