Universitas Gadjah Mada
Faculty of Economics and Business

On Tuesday (28/6) International Week (iWeek) held its third class entitled "Small Business Entrepreneurial Marketing Facilitated by Digitalisation" on . This lecture is taught by Dr. Philip Alford, lecturer in the Department of Digital & Data Driven Marketing, University of Southampton Business School. This lecture was held in a hybrid manner, at the Faculty of Economics and Business, Universitas Gadjah Mada (FEB UGM) and via Zoom Meetings. Dr. Philip initiated the class by discussing the definition of marketing and digital marketing. Digital marketing is technology-based marketing to create, deliver and maintain value to stakeholders. Based on digital marketing, Dr. Philip then explained about the concept of entrepreneurial marketing which was the subject of the lecture. Entrepreneurial marketing is expected to be an effective marketing tool for Micro, Small and Medium Enterprises (MSMEs) to sustain after getting affected by COVID-19 pandemic.

Morris, Schindehutte, & LaForge (2002, p. 5) define Entrepreneurial Marketing as: "the proactive identification and exploitation of opportunities for acquiring and retaining profitable customers through innovative approaches to risk management, resource leveraging and value creation." An aspect that is also important to consider in entrepreneurial marketing is marketing technology or martech. Dr. Philip explained that in entrepreneurship, especially in recovering after the pandemic, data-based plans, targets, and schemes are needed and supported by modern marketing channels. In implementing entrepreneurial marketing, SMEs are advised to pay attention to seven dimensions namely: proactiveness, calculated risk taking, innovativeness, focus on opportunities, utilization of resources, and value creation.

In examining the entrepreneurial marketing frameworks, Dr. Philip reviewed an SME business case of a business called the Bournemouth 7s Festival, an annual sports and music awards festival in the United Kingdom. Bournemouth 7s Festival uses platforms such as Google Analytics, WordPress, and WooCommerce to optimize the website in terms of statistical analysis of visits and purchases. The Bournemouth 7s Festival also utilizes social media to get feedback from the audience. Based on this, the Bournemouth 7s Festival identifies problems and then formulates solutions for each problem. Dr. Philip then added several important components in the implementation of entrepreneurial marketing, including: mapping customer service flows, measurement and matrices, identification of marketing channels, and making journal maps. Then, the lecture session ended with discussions and group assignments.

Reportage: Hayfaza Nayottama

Watch the full video https://youtu.be/vnmROAPuXKQ