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Global
innovative
Leadership Module
Disclaimer> The information and views set out in this publication are those of the author(s) and do not
necessarily reflect the official opinion of the European Union. Neither the European Union institutions
and bodies nor any person acting on their behalf may be held responsible for the use which may be
made of the information contained therein.
Marketing and
Entrepreneurship
Marketing deals essentially with identifying and
meeting human and social needs.
It’s a societal process, by which not only individuals
as well as groups obtain what they need and want,
by creating, offering and exchanging
products/services of value with others.
What is marketing?
Market can be seen as the wide variety of consumer
groups. We can distinguish several types of market:
Consumer Markets; Business Markets; Global
Markets; Non-profit and Governmental Markets; etc.
The market
Demand is the state of desirability of a product; in
other words, is the total of what everybody in the
market wants. The more a product is wanted, the
more demand it has.
The Demand
Marketing planning is a 5-step process to make a
product more desirable :
• Analysing marketing opportunities;
• Selecting target markets;
• Designing marketing strategies;
• Developing market programs;
• Execution or managing the marketing effort.
Marketing planning
Entrepreneurial marketing is the effort to conciliate
the hard demands of entrepreneurial management
with the strategic advantages of market analysis,
planning tools and know-how.
Entrepreneurial marketing gives businesses more
flexibility
What is entrepreneurial
marketing?
“Digital marketing” is the process of building and
maintaining customer relationships through online
activities to facilitate the exchange of ideas,
products, and services that satisfy the goals of both
parties.
What is digital marketing?
• Search engine optimization;
• Pay per click;
• Social media marketing;
• Content marketing.
Digital marketing’s has
four main elements
Process of getting traffic from the “free,”
“organic,” “editorial” or “natural” listings on search
engines.
Search Engine Optimization
(SEO)
Pay per click is used on a wide range of websites,
including search engines, where the advertiser only
pays if a web user clicks on their ad.
Advertisers place bids on keywords that they think
their target audience would type in a search field in
search of specific goods or services.
Pay per click (PPC)
Social media marketing uses social media as a
marketing support; it empathises the roll of Social
media as a medium, and the medium is only a
vehicle that amplifies social behaviour.
Social media Marketing
Content marketing creates media content with the
intention of changing or enhancing consumer
behaviour and it focuses on owning media, not
renting it.
Basically, one can say that content marketing is
what you get when you develop SEO and Social
Media driven content.
Content Marketing
Personal marketing is an individual strategy used to
develop contacts and relationships, both on a
personal and professional level.
Personal marketing
Personal branding is a process by which a person
and its career are treated as a brand; the concept
states that success comes from auto-promoting
one’s personal skills.
Personal branding
Self-branding requires a mind-set in which each one
is responsible for its own job security, as opposed to
the employee mind-set.
Different mind-sets
Self-branding involves careful planning, about your
current position and possible opportunities and also
defining your target-market.
Branding and Planning
Strategies have to be integrated into brand building
to attain a predefined desired result.
Branding Strategies
Communicating yourself
To communicate yourself you have to use visual, verbal
and non-verbal processes to underline your values.
Networking is a way of developing relations that
plays an important part in the self-branding process,
by shaping an emotional bond with others, in the
form of empathy.
Developing relations
There are several kinds of networks and they can be
developed in virtually any situation. Networks are
created on the ground of reciprocity and through
personal efforts.
Networking
Networking helps your
business!
Take care of your contacts and they will take care of it!
Thanks for your attention

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Marketing and entrepreneurship

  • 1. Global innovative Leadership Module Disclaimer> The information and views set out in this publication are those of the author(s) and do not necessarily reflect the official opinion of the European Union. Neither the European Union institutions and bodies nor any person acting on their behalf may be held responsible for the use which may be made of the information contained therein.
  • 3. Marketing deals essentially with identifying and meeting human and social needs. It’s a societal process, by which not only individuals as well as groups obtain what they need and want, by creating, offering and exchanging products/services of value with others. What is marketing?
  • 4. Market can be seen as the wide variety of consumer groups. We can distinguish several types of market: Consumer Markets; Business Markets; Global Markets; Non-profit and Governmental Markets; etc. The market
  • 5. Demand is the state of desirability of a product; in other words, is the total of what everybody in the market wants. The more a product is wanted, the more demand it has. The Demand
  • 6. Marketing planning is a 5-step process to make a product more desirable : • Analysing marketing opportunities; • Selecting target markets; • Designing marketing strategies; • Developing market programs; • Execution or managing the marketing effort. Marketing planning
  • 7. Entrepreneurial marketing is the effort to conciliate the hard demands of entrepreneurial management with the strategic advantages of market analysis, planning tools and know-how. Entrepreneurial marketing gives businesses more flexibility What is entrepreneurial marketing?
  • 8. “Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties. What is digital marketing?
  • 9. • Search engine optimization; • Pay per click; • Social media marketing; • Content marketing. Digital marketing’s has four main elements
  • 10. Process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. Search Engine Optimization (SEO)
  • 11. Pay per click is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Advertisers place bids on keywords that they think their target audience would type in a search field in search of specific goods or services. Pay per click (PPC)
  • 12. Social media marketing uses social media as a marketing support; it empathises the roll of Social media as a medium, and the medium is only a vehicle that amplifies social behaviour. Social media Marketing
  • 13. Content marketing creates media content with the intention of changing or enhancing consumer behaviour and it focuses on owning media, not renting it. Basically, one can say that content marketing is what you get when you develop SEO and Social Media driven content. Content Marketing
  • 14. Personal marketing is an individual strategy used to develop contacts and relationships, both on a personal and professional level. Personal marketing
  • 15. Personal branding is a process by which a person and its career are treated as a brand; the concept states that success comes from auto-promoting one’s personal skills. Personal branding
  • 16. Self-branding requires a mind-set in which each one is responsible for its own job security, as opposed to the employee mind-set. Different mind-sets
  • 17. Self-branding involves careful planning, about your current position and possible opportunities and also defining your target-market. Branding and Planning
  • 18. Strategies have to be integrated into brand building to attain a predefined desired result. Branding Strategies Communicating yourself To communicate yourself you have to use visual, verbal and non-verbal processes to underline your values.
  • 19. Networking is a way of developing relations that plays an important part in the self-branding process, by shaping an emotional bond with others, in the form of empathy. Developing relations
  • 20. There are several kinds of networks and they can be developed in virtually any situation. Networks are created on the ground of reciprocity and through personal efforts. Networking Networking helps your business! Take care of your contacts and they will take care of it!
  • 21. Thanks for your attention