Academic Catalog 2022–2023

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FEM322 Entrepreneurial Marketing

[3–0, 3 cr.]

This course addresses the marketing challenges facing entrepreneurial firms in their pre and post-start-up. In a small business, the marketing function cuts across the entire company affecting every aspect of its operation, from finance and production to hiring and purchasing, as well as the company’s ultimate success. As the business environment becomes more turbulent and competition becomes more intense, small business owners must understand the importance of developing creative business strategies. However, the entrepreneur is often undercapitalized, understaffed, and lacks the time and resources needed to respond to these challenges in traditional ways. Therefore, this course looks spe­cifically at how to develop and implement a marketing plan in such a context. The focus is on the strategies and tactics that work for entrepreneurs on limited budgets with special attention to conventional marketing strategies.

Prerequisite: MKT201 Introduction to Marketing