AP/ENTP 4291
Overcoming the Challenges of Marketing in the Entrepreneurial Context
Fall 2026
Topics
- Entrepreneurial marketing under resource constraints
- Customer discovery and market opportunities
- Value propositions, positioning and branding
- Pricing and early customer acquisition
- Business models and go-to-market planning
Readings
- Assigned case: Sean Wise and Phillip Raffi, Dan Martell: Opportunity Evaluation by a Serial Entrepreneur (SAGE Business Cases, 2016).
- Assigned case: Prescott C. Ensign and Devin McDonald, Wilder Harrier: A Pioneering Eco-Friendly Pet Nutrition Start-Up (SAGE Business Cases, 2024).
- Assigned: R. Satchu, How a Mission to Cut Food Waste Launched a Multimillion-Dollar Venture (2024).
- Optional: E. J. Nijssen, Entrepreneurial Marketing: How to Develop Customer Demand, 3rd ed. (Routledge, 2022), pages 1–13.
- Optional: C. Wallace, Go-to-Market Strategy (Harvard Rock Centre for Entrepreneurship, 2021).
Sources
- Course catalogue ↗2026–2027
- Public course outline ↗Fall 2026
- Selected bibliography from the session reading lists. Outline title is Entrepreneurial Marketing; central catalogue title retained.