Entrepreneurial Marketing

Student Learning Outcomes, Goals, Objectives:

Students successfully completing this course will be able to:

• Identify the role of marketing at various stages of the entrepreneurial process;
• Identify ways in which marketing inputs can enhance the new product/service development process;
• Apply entrepreneurial thinking to market segmentation and targeting decisions;
• Develop inexpensive yet reliable and valid approaches to conduct market research for entrepreneurial concepts;
• Segment a market for a specific product.
• Identify how to network and leverage resources in entrepreneurial ventures, and ways that marketing can facilitate both of these activities;
• Demonstrate entrepreneurial approaches to formulating product, price, promotional and distribution strategies and action programs;
• Design creative approaches to marketing communications under conditions of resource limitations which face many, if not most, start-ups.

Course Grading Information:

Activity/Performance Measure	Percentage/Points
Final Exam	25%
Textbook & Lecture Quiz Scores (combined)	30%
The Marketing Plan Project	30%
Discussion Postings	15%

Final Grade | Assignment Scale | Value | Organizational Equivalent | Typical Percentage

Percentage	Letter Grade
93–100	A
90–92	A-
87–89	B+
83–86	B
80–82	B-
77–79	C+
73–76	C
70–72	C-
60–69	D
<60	F

Attendance/Participation:

Attendance/participation is not a graded component included in the student's final grade for this course.

Course Materials Purchased by the Students:

• Marketing for Entrepreneurs 3rd Edition. Frederick G. Crane, Sage Publications 2022. ISBN978-1-4833-9134-2
• The $100 Startup, Chris Guillbeau, Currency, New York, NY @2012. ISBN 978-0-37-95152-6 (may need to order on-line)