Entrepreneurship (Marketing Basics) Notes
Subject Overview
Entrepreneurship (Marketing Basics) builds directly on the Semester 2 entrepreneurship paper, teaching marketing as a practical skill for growing the micro-business students already launched. Across 12 weeks of milestones, students learn marketing fundamentals and digital marketing types, define a target customer, craft clear messaging, run campaigns across offline and online channels, and measure and improve results. A 2-credit mandatory practical/
Subject at a glance
3
Units
14
Topics
2
Credits
3
Infographics
Unit-wise Syllabus
3 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- What marketing is and how customers think
- choose and buy
- types of digital marketing
- defining a clear target customer instead of selling to everyone
- crafting messaging around what is sold
- who it helps and why it matters
- 1What you sell
Name the product or service plainly
- 2Who it helps
Describe the target customer
- 3Why it matters
The problem it solves or benefit it brings
- 4Call to action
What the customer should do next
Study guide
Marketing is about understanding people before selling to them. You learn what marketing is, how customers think, choose and buy, the main types of digital marketing, and why you must define a clear target customer instead of trying to sell to everyone. You also learn to craft a message that says what you sell, who it helps and why it matters. Try writing your message in one sentence; if it is unclear to a friend, it is unclear to a customer.
- Using basic offline and online marketing channels to attract customers
- running a simple marketing campaign
- measuring what worked
- building confidence in selling
- promoting and talking about a product or service
Examples
Posters, word of mouth, stalls
Instagram, WhatsApp, Google listing
Reach
Local
Can be wide but targeted
Cost
Printing and time
Often free or low cost
Measurement
Harder to track
Clicks, views and messages are trackable
Study guide
Here you put marketing into practice. You use basic offline and online channels to attract customers, run a simple campaign, measure what worked and build confidence in selling, promoting and talking about your product or service. Track a simple result such as enquiries or sales for each channel so you can compare them honestly.
- Gathering feedback from real customers
- improving messaging and offer based on results
- reflecting on campaign outcomes and identifying what to continue in future ventures
- 1. Run: Launch the campaign
- 2. Measure: Count enquiries and sales
- 3. Ask: Collect customer feedback
- 4. Refine: Improve message and offer
Study guide
The final unit is about learning from real results. You gather feedback from customers, improve your message and offer, reflect on the campaign outcomes and decide what to continue in future ventures. Keep the feedback you receive word for word; it is the most valuable material you will collect.
Why Entrepreneurship (Marketing Basics) Matters
Every product, startup and career needs marketing: the ability to understand a customer and communicate value. For BCA students it is especially useful for freelancing, building your own app or service and for any sales-facing role in a tech company.
How to Prepare for Entrepreneurship (Marketing Basics)
- Pick one real product or service and market it for the whole semester.
- Always write down who your target customer is before choosing a channel.
- Record results from each campaign so your reflection is based on evidence.
Entrepreneurship (Marketing Basics): Frequently Asked Questions
What is the target customer and why does it matter?
The target customer is the specific group of people your offer helps most. Defining them lets you choose the right message and channel instead of wasting effort on everyone.
Will I run a real marketing campaign in this paper?
Yes. The paper has you run a simple campaign with basic offline and online channels, measure what worked and reflect on the results.