This course is highly interactive and is targeted at SME owners/managers keen to explore how to develop the marketing potential of their enterprises.
The aim of this course is to examine marketing and management principles from the perspective of the practicing entrepreneur/manager. The course will re-examine key aspects of marketing theory and will critique these theories from the perspective of the practicing entrepreneurial manager. In essence, the course will examine aspects of entrepreneurial marketing management decision-making in different contexts, industries and through the application of such theory to specific live cases.
This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development https://www.ulster.ac.uk/courses/course-finder/201718/postgraduate-certificate-of-professional-development-13809
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About this course
In this section
The small to medium sized enterprise (SME) has unique characteristics; not least that it has limited access to resources. SMEs are not “little-big-businesses” and the practice of marketing in such enterprises is not the same as that practiced in larger organisations. The management of an SME will reflect the personal outlook and competencies of the owner/manager of such enterprises. On completion of this course, the SME owner/manager will have a deeper understanding of the role of marketing in the future development of their business venture and will have developed a competency in marketing practice within their business, what we have come to understand as “entrepreneurial marketing”. The course draws on current thinking in marketing management but pushes beyond the boundaries of existing knowledge to examine the practice of marketing decision-making and action specifically within the context of the small to medium sized business.
This course is highly interactive and is targeted at SME owners/managers keen to explore how to develop the marketing potential of their enterprises and to those advising SME owners in the practice of marketing.
Linked programmesMSc Marketing, PgCertPD Postgraduate Certificate of Professional Development,
An applicant to the short course may choose to submit for assessment, details of which are set out as follows:
100% Coursework - Working in groups of three, participants will be required to prepare and submit a feasibility study for an entrepreneurial business venture and outline the best possible and most innovative route to market for that enterprise, with supporting rationale. Maximum length of the planning report will be 20 pages, earning participants 75% of the marks available for the short course.
This course requires attendance on three consecutive days from 9.30am to 5pm in late March 2018 with a follow-up day to be arranged (dates to be confirmed).
Normally, a degree in a relevant area e.g. business or social sciences but other degrees will also be considered.
English Language Requirements
International applicants whose first language is not English must meet the minimum English entrance requirements of the University, which is a minimum acceptable score for the British Council IELTS of 6.0 (with no contributing band of less than 5.5) or equivalent.
- 21 March 2018
Fees and funding
In this section
- Northern Ireland & EU:
- England, Scotland & Wales:
Information about how to pay for a course including different payment options is available at
Scholarships, awards and prizes
Fee waivers may be available to those who meet the eligibility criteria. More information is available from FlexEd@ulster.ac.uk
Telephone: (+44) 028 9036 6680