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START-UP PROMOTION FOR ENTREPRENEURIAL RESILIENCE

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 Contents



Marketing communication for start-ups

1) Defining market segmentClick to view
2) Defining the brandClick to view
3) Setting goals for the communicationClick to view
4) Preparing the creative strategy – what and how will be communicated to the customer segment Click to view
5) Choosing the proper toolsClick to view
6) Inbound marketingClick to view
7) Measuring the Return on InvestmentClick to view


 Keywords

marketing communication, inbound marketing, brand, brandbuilding, effectual marketing, trends

 Objectives/goals:

Understand process of marketing communication, define brand and its values, plan a communication campaign, and choose appropriate communication channels



 Description:

Marketing communication is a set of processes and tools through which the new business venture acquires its customers by communicating the right message to the target group (also known as the market segment). There is not much difference between marketing communication of an established company and a start-up. The principles are similar, however, the start-up is usually limited by its resources and needs to set-up the communication channels in a way that provides the highest return on investment. As opposed to corporations, where marketing budget is being referred to as a “spend”, early stage company should perceive its budget as a possibility to invest and make revenue from money invested into marketing effort. Marketing communication should be integrated. This means that all channels spread the message in alignment and contribute to the vision of that particular start-up. There are five basic areas of marketing communication that can be exploited for business success: advertising, public relations, sales promotion, direct marketing and personal sales.




 Bibliography

· Chia, E. (2009). How I made my first million on the Internet and how you can too!: The complete insider’s guide to making millions with your internet business. United Kingdom: Morgan James Publishing.


· Ferrazzi, K., & Raz, T. (2005). Never eat alone and other secrets to success, one relationship at a time. New York: Currency/Doubleday.


· Nijssen, E. (2014). Entrepreneurial marketing: An effectual approach. London, United Kingdom: Routledge.


· https://moz.com/academy/what-is-inbound


· http://www.wordstream.com/ppc


· https://www.marsdd.com/mars-library/what-is-marketing-communication-marcom/





 Related material:

teachingnotesmarketingcommunication.docx

 Training Fiche PPT:

9_Marketing.pptx

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Related training material:

Click to readBuilding an entrepreneurial team in a new venture

Click to readBusiness idea generation and evaluation

Click to readBusiness Model

Click to readBusiness planning

Click to readFinance and resources

Click to readFinancial planning

Click to readHR management

Click to readIP and legal issues

Click to readManaging growth

Click to readModern approaches to idea development

Click to readPitching a business to investors

Click to readWhat does it take to be an entrepreneur?



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