Marketing for Creative Industries
Location: University of Wales Newport, City Campus
Starts: 1 March 2012
Ends: 3 March 2012
Cost: Fully/Part Funded - Please contact us for details
Course designed and delivered by
Marketing For Creative Industries sets out to develop a participant’s understanding and awareness of entrepreneurial marketing principles/approaches within the context of an early stage enterprise within the Creative Industries sector. Marketing For Creative Industries will aim to show the central role of marketing and innovation in the creation of competitiveness within organisations and the need for contextual marketing approaches that create competitive advantage within constantly fragmenting market spaces.
Marketing For Creative Industries represents an opportunity for participants to gain an insight into the practical constructs that underpin entrepreneurial marketing practice.
Aims:
- To develop an understanding of the development of marketing theory and current entrepreneurial marketing theoretical constructs
- To explore the use of entrepreneurial marketing within the Creative Industries context and identify innovative use of marketing frameworks.
- To explore the challenges that entrepreneurial marketing presents to organisations
- To encourage students to develop alternative approaches to market development
- To develop an understanding of the implementation of entrepreneurial marketing
- To explore the use of entrepreneurial marketing within the Creative Industries environment and identify innovative use of entrepreneurial marketing practice to develop business and create competitive advantage
Indicative content:
- Opportunity identification and analysis
- Communication skills
- Marketing
- Sales and negotiation
- Global market and social trends
- Opportunity recognition processes
- Strategic market sensing
- Entrepreneurial market/channel choices
- Market feasibility/analysis
- Establishing a value proposition
- Customer and client analysis
- Market Communication
By the end of the course you will be able to...........
1) Have an enhanced understanding of what value you create as a business
2) How such value can be used to match market expectations (known or unknown)
3) How to monitor for ‘Over the horizon opportunities’
4) How to acquire and use marketing resources for recognised opportunities
5) How to categorise markets and their value
6) Communicate effectively with market and tribe
Develop a rapid early warning system for market and competitor change
Tutors
Jonathan Deacon and Jackie Harris specialise in marketing at the interface with entrepreneurship. They have consulted with a large number of entrepreneurial firms who have required a greater insight into their value creating ability and how they take their business to market. Jackie and Jonathan have had international recognition for their research at ‘the interface’ and have created, conceptualised and developed the ‘Contextual Marketing’ paradigm within the marketing domain. They have successfully created Entrepreneurship Programmes for and in Higher Education with financial support from Welsh, UK and European governments. Their approach to teaching and learning (also recognised) is one of androgogy based upon effectual logic and asset learning approaches.
Industry Experts
Louise Worth is the principle partner in ‘LWBD’ – a specialist marketing consultancy that uses the contextual approach to business development. She has worked with many nascent entrepreneurs and start up firms (as well as large organisations) and has a research interest in developing networks and network value for marketing small firms.
Prith Biant is the principal partner in ‘The Creative Thinking Company’ a consultancy developed to enable entrepreneurs to gain insight into value creation through thinking creatively about market opportunities by using effectual logic.
