ENT 230 - Entrepreneurial Marketing

Credits: 3
Instructional Contact Hours: 3

Explores topics and practical experience in the world of entrepreneurial marketing. Uses key marketing frameworks with the goal of creating a flexible, customer-centric marketing program for a new venture. Explains how to view the customer engagement experience through the eyes of the target market to effectively build a sustainable brand. Describes the journey entrepreneurs undertake before, during, and after launching a start-up.

Prerequisite(s): ENG 111 or OAT 151 either with a minimum grade of “C” and ENT 131W. ENT 131W can be taken concurrently with ENT230.
Corequisite(s): NA
Lecture Hours: 45 Lab Hours: 0
Meets MTA Requirement: None
Pass/NoCredit: Yes

Outcomes and Objectives

Explore marketing principles
1. Define the traditional principles of marketing – product, price, distribution and promotion.
2. Differentiate between traditional marketing principles and entrepreneurial marketing.
Explore appropriate customer discovery tools.
1. Explain the importance of different research tools.
2. Evaluate how entrepreneurs have used research tools to launch their business.
3. Identify needs using marketing research techniques.
Define customer profiles.
1. Create customer personas.
2. Align marketing methods with customer personas.
Conduct a competitive analysis.
1. Define competition.
2. Explore sources of competitive data.
3. Recognise how entrepreneurs achieve competitive advantage with limited resources.
4. Interpret the competitive analysis for the new venture.
Build a brand identity.
1. Define retail brands.
2. Define retail brand positioning.
3. Explore techniques for building a strong brand.
4. Explore methods of brand communication.
5. Create brand identity for the new venture.
Prepare a Business Model Canvas Framework.
1. Define each section of the business model canvas.
2. Explore proven business model patterns.
3. Develop a business model for the new venture.
Explore sales processes.
1. Define relationship selling.
2. Practice sales analysis and projections.
Design a marketing campaign.
1. Explore traditional communication media.
2. Explore social media marketing.
3. Determine the communication channels that align with the new venture.
4. Present new venture marketing campaign.