Entrepreneurial Marketing

3 credit hours · Graduate

Students will consider marketing strategies for entrepreneurial and early stage firms. Topics usually include: (1) value creation and product development, (2) customer selection, (3) brand development and positioning, (4) capturing value through pricing, (5) go-to-market strategies and (6) customer profitability, lifetime value and marketing metrics. Successful entrepreneurs will be invited as guest speakers. The course requires applied learning through cases, simulations and hands-on projects in entrepreneurial settings.