Course Detail
Course Components:
Enrollment Information
Enrollment Requirement:
Prerequisites: 'C-' or better in (BCOR 3040 OR MKTG 3000 OR MKTG 3010 OR MKTG 3011) AND Intermediate or Full Major or Minor status in the David Eccles School of Business OR Full Major status in Quantitative Analysis of Markets & Org.
The purpose of this hands-on course is to arm you (as an entrepreneur or marketer) with value-driven entrepreneurial marketing tools and best practices to generate revenue and profit for a business. Through adaptive learning readings, class lectures/discussions, guest speakers, simulation, discussion boards, quizzes, and fresh case studies from both big companies and start-ups we will learn the theory and framework of marketing and brand-building. This will arm you with a toolkit to apply these marketing strategies across a range of categories and industries in startups as well as bigger companies. Key topics include: Strategic planning, SWOT, segmentation, targeting, brand positioning, the 4P’s of marketing, brand-building frameworks and brand equity pyramids, marketing strategy, and marketing plans, including marketing mix choices within these plans. Finally, as part of tying it all together, you will do a real-world final project that will integrate the semester learning.