Entrepreneurial Marketing

Catalog description

This course introduces the students to alternative approaches to marketing targeted at those who are interested in starting small companies. This course is interdisciplinary and covers topics ranging from strategic marketing to finance, operations, and leadership. The approach is built around seven core elements: obsession with opportunity, innovation, calculated risk taking, resource leveraging, strategic balance, customer intimacy, and the leadership of creating industry change. A number of hands-on cases will be used to assess real world problems at the marketing-entrepreneurship interface. Students will also work in teams to create marketing inventions for existing businesses, conduct research outside of the class environment, and will deliver presentations as consulting teams.