MKT320 Marketing for Entrepreneurs

[3–0, 3 cr.]

This course focuses on how entrepreneurial ventures design, implement, and adapt marketing strategies to create and capture value in dynamic and resource-constrained environments. The course emphasizes the unique challenges faced by entrepreneurs, such as limited budgets, uncertain markets, and the need for rapid experimentation. Students will examine how to identify and validate customer needs, craft compelling value propositions and positioning approaches, develop go-to-market strategies, and leverage digital platforms, grassroots initiatives, and innovative branding to maximize reach with minimal resources. Through case studies, interactive workshops, and hands-on projects, the course bridges theory and practice, equipping students with the marketing mindset, creativity, and practical tools necessary to launch and grow successful startups and small businesses in competitive and challenging contexts.

Topical coverage includes: opportunity recognition, customer discovery, market validation, value proposition development, startup segmentation and targeting, positioning, go-to-market strategies, lean marketing, entrepreneurial branding, digital and social media marketing, growth hacking, customer acquisition and retention, marketing analytics, investor communications, and scaling strategies for emerging ventures. (No prerequisite)