XCPD-505 - Marketing for Entrepreneurs

Course Description

Course Description

Small businesses are the engine of the U.S. economy. Increasingly, larger organizations are drawing from ideas often employed by small business to reach customers and build relationships. Regardless of firm size, marketing plays a critical role in business success and value creation.

This course focuses on tactical and strategic marketing techniques for entrepreneurs and small businesses. It is designed to provide entrepreneurs and marketers working with startups with the fundamental skills to develop successful marketing programs. Students discuss effective positioning strategies for startups, techniques for determining customer needs and motivations, a variety of tactics for building awareness and lead generation on a startup budget, and measurement and evaluation of results.

As part of the course, students submit a marketing plan for a startup for review and evaluation.

Course Objectives

At the completion of the course, a successful student will be able to:

• Discuss tactical and strategic marketing techniques useful for entrepreneurs and small businesses.
• Explain effective positioning strategies for startups, techniques for determining customer needs and motivations, and tactics for building awareness and lead generation on a startup budget.
• Describe measurement and evaluation of marketing plan results.
• Create a marketing plan designed for a startup.