IENT605 Entrepreneurial Marketing (3 cr.)

This course is designed to introduce the elements involved in entrepreneurial marketing and discuss the implications for low-cost guerrilla marketing in a startup organization. Reframing the traditional 4Ps of promotion, product, pricing and place into a focus on solutions, access, education, and value, students move away from a traditional advertisement-based marketing approach and explore new and unconventional marketing practices, identify niche markets, and apply a customer-focused lens to create a dialog-generating marketing message. The course explores the various platform options and their benefits and utility for social media and guerrilla marketing.

Upon completion of this course, students are expected to be able to do the following:

1. Evaluate the options available for marketing in a startup environment and select appropriate venues.
2. Develop platform specific content that integrates the messaging across different mediums.
3. Design and build a strategy for new product recognition through low-cost marketing practices.
4. Create customer-focused content and messaging to educate buyers on products and services.