ENTREPRENEURIAL MARKETING

Catalog description

Entrepreneurial marketing reflects an alternative approach to conventional marketing. Marketing is approached as redefining goods and services (and their markets) in ways that produce a competitive advantage through innovative approaches. This course reviews a strategic approach to marketing built around innovation, calculated risk-taking, resource leveraging, strategic flexibility, customer intensity, and the creation of industry change. We will also explore how marketing and entrepreneurship affect one another. Entrepreneurial marketing has been called subversive marketing, disruptive marketing, radical marketing, guerrilla marketing, viral marketing, expeditionary marketing… all constituting an innovative marketing format. These alternative approaches to conventional marketing are brought together in this course as a fundamental shift that redefines the goods and services, as well as the markets themselves, in ways that produce sustainable competitive advantages. This is a strategic type of marketing built around six core elements: innovation, calculated risk-taking, resource leveraging, strategic flexibility, customer intensity, and the creation of industry change. Traditional internal (company) and external (industry / environment) analyses are employed to illustrate the respective impacts on entrepreneurial marketing, as are the traditional stages of enterprise development. The impact of marketing and entrepreneurship on one another is studied as an emerging concept. Managerial challenges confronting marketers in entrepreneurial ventures are discussed. Prerequisite: MGMT2065 (3 credits) fall