MKT 488YTp:Marketing for Entrepreneurs

This course focuses on how entrepreneurial ventures design, implement, and adapt marketing strategies to create and capture value in dynamic and resource-constrained environments. The course emphasizes the unique challenges faced by entrepreneurs, such as limited budgets, uncertain markets, and the need for rapid experimentation. Students will examine how to identify and validate customer needs, craft compelling value propositions and positioning approaches, develop go-to-market strategies, and leverage digital platforms, grassroots initiatives, and innovative branding to maximize reach with minimal resources. Through case studies, interactive workshops, and hands-on projects, the course bridges theory and practice, equipping students with the marketing mindset, creativity, and practical tools necessary to launch and grow successful startups and small businesses in competitive and challenging contexts. Prerequisite: MKT201 Introduction to Marketing.