EN 320 - Entrepreneurial Marketing and Media

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Entrepreneurial Marketing focuses on the key marketing drivers for building a business, using the traditional “4 Ps” marketing framework that students have been exposed to in lower-level Marketing coursework. This course will emphasize those specific elements of each of the “4 Ps” that are most important for entrepreneurial endeavors. •Product. Product development, branding, and positioning •Place. Gaining distribution and availability and working with supply chain partners to drive awareness, trial, and sales •Promotion. All aspects of the Integrated Communications mix will be considered, with particular emphasis on digital tools (media, social, mobile, SEO/SEM, and CRM) and other low-cost “guerrilla” tactics typically associated with start-ups •Price. The importance of proper, value-based pricing strategies and implementation, especially at the critical time of launch and roll-out This course exposes the student to the challenges, objectives, and skills required in entrepreneurial or intrapreneurial marketing and media strategies. Digital marketing, deep dive on digital technologies, core digital capabilities, and eCommerce development/implementation.