Sales and Marketing for the Entrepreneurial Firm

Catalog description

This course focuses on how entrepreneurs, startups, and small companies build brand recognition and a customer base with limited resources while developing effective sales approaches. Learners will create a portfolio of sales and marketing collateral for a startup venture of their choice, applying techniques for customer engagement such as piloting, prototyping, and co-development. The course also introduces practical market research approaches, including customer discovery and validation, to identify and refine target customers. In addition, learners connect sales and marketing activities to basic financial outcomes by developing simple projections tied to revenue generation and costs, strengthening their ability to make data-informed decisions in an entrepreneurial context.