Entrepreneurship (Marketing Basics)
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/workshop paper, evaluated on weekly milestones and a marketing campaign outcome.
Unit-wise Syllabus
3 units — click WhatsApp below to get the full notes for each
Unit 1: Marketing fundamentals and customer understanding
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
Unit 2: Running marketing campaigns
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
Unit 3: Iteration and reflection
Gathering feedback from real customers, improving messaging and offer based on results, reflecting on campaign outcomes and identifying what to continue in future ventures