ENT 2700 Start-up Marketing

While marketing and management are core functions in any business, they are far more critical in a startup. Since the build it and they will come theory typically doesn't work in reality, marketing and management are critical to ensure fledgling companies can operate at a high level, find product-market fit, identify their target market, and create and execute integrated plans that attract talented employees and loyal consumers alike. What makes the disciplines of marketing and management within a startup unique? You have to achieve these milestones with limited resources, whether it's time, money or talent. Every effort, no matter how small, has to be well-planned, flawlessly executed, and meticulously measured. And to add an additional level of difficulty, what often works in traditional companies with scale doesn't usually work for startups. This course will help students understand the art and science of startup marketing and management: the secrets behind testing, learning, and identifying the right management practices and marketing mix that works for their startup. Prerequisite(s): MAN/ENT 1020/H and MAR 1001/H. Crosslisted with MAR 2700.

Credits

3