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Marketing for Entrepreneurship

Course Number:



Robert Blattberg,

David Mawhinney,




Entrepreneurship, Marketing

Course Description

The purpose of this course is to apply basic marketing principles to start-up and early-stage businesses.  The differences between marketing for start-up and early-stage entrepreneurial firms and traditional large businesses are:  1) no or limited marketing budgets to fund activities such as consumer and marketing research and advertising/marketing communications; and 2) lack of readily available historical data to analyze in order to determine marketing tactics and strategies.  The constrained start-up and early-stage firm must learn how to design marketing approaches that will allow it to market within a highly constrained financial environment.


The course will be a flip course with in-class activities focused on project-based assignments for real start-ups.  The lectures will be available on-line along with mini-long case study also on line.  Topics to be covered in the course include:  understanding the customer; creating a USP (unique selling proposition); marketing communications; and overcoming marketing inhibitors.  The in-class activities will focus on apply- ing the principles described in the on-line lectures to the start-up/early stage companies being used for the class projects.


Lecture: 100min/wk and Recitation: 50min/wk