Credits: 3 credits
Students gain an understanding of marketing in an entrepreneurial context in order to develop the right business opportunities in small and medium-sized enterprises (SME). They learn how to design a marketing information system to identify opportunities, understand customers and develop effective marketing programs that allow SMEs to grow in a competitive market. Topics include: marketing in an entrepreneurial context; finding and evaluating the right marketing opportunity; using marketing research to ensure entrepreneurial success; understanding customers and competitors; segmentation, targeting and positioning for entrepreneurial opportunities; developing new products and services; building and sustaining entrepreneurial brand; entrepreneurial pricing, channel development, supply chain management and promotion; and entrepreneurial marketing plans.
Prerequisite: MKTG 2430 (minimum C-) or equivalent
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