IBES2430 Innovative Marketing (5 cr)

Study level:
Advanced studies
Grading scale:
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2024-2025, 2025-2026, 2026-2027, 2027-2028


The course will provide students with an understanding of the construct of entrepreneurial marketing and its theoretical origins at the marketing and entrepreneurship interface. Their explorations will cover the entrepreneurial, market, and customer orientations of a firm’s behavior. Students will study a full range of marketing instruments, and especially those suitable for entrepreneurial firms that aim for high growth and innovation but are faced with limited resources and industry dynamism. We shall explore the role of marketing in SMEs and start-up firms. Invited business speakers and case studies will shed light on recent innovative marketing approaches in practice. Students will learn of new and innovative marketing communication tactics, including i.a. guerrilla, digital, social media, and viral marketing, and marketing trends such as AI or influencer marketing.

Learning outcomes

On successful completion of the course, students will be able to:

  • know the recent developments in marketing thought and practice
  • have insights on the theoretical foundations of entrepreneurial marketing
  • know what kind of new marketing communication instruments can be used
  • create an innovative marketing communication plan
  • analyze, plan and implement marketing activities even when resources are scarce
  • know how to use guerrilla, digital, social media, viral marketing tactics, and understand marketing trends
  • develop their innovative and creative thinking and problem solving skills
  • produce high quality written academic reports
  • improve their communication and presentation skills

Study materials

Collection of journal articles

Completion methods

Method 1

Evaluation criteria:
Project, exam
Select all marked parts
Parts of the completion methods

Participation in teaching (5 cr)

Participation in teaching
Grading scale:
No published teaching