Strategic Marketing for Entrepreneurs

Course Description

This course reviews the strategic issues that an entrepreneur faces while starting a new venture or business, and highlights the questions about market acceptance that must be answered during every stage of the entrepreneurial process.

Learning Outcomes

After completing this course, the learner should be able to:

• Describe the role of strategy and marketing in an entrepreneurial setting
• Discuss the basics of strategy, including the three levels of strategy and the five competitive forces identified by Michael Porter
• Explain marketing basics, including the marketing process and the Four P's
• Discuss the role of marketing in the discovery stage of a new venture
• Describe the evaluation of the market for a new venture, including market segmentation, target marketing, and exploring customer needs
• Discuss the role of strategic planning in the entrepreneurial process
• Describe the key elements of a marketing plan
• Outline the factors for success in creating a new venture business plan