MARKETING FOR ENTREPRENEURS

Catalog description

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. 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 upon each other is studied as an emerging concept. Managerial challenges confronting marketers in entrepreneurial ventures are discussed. (4 credits)