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MARKETING (B55)  (Dept. Info)Business  (Policies)

B55 MKT 4095Entrepreneurship Marketing Methods1.5 Units
Description:Growing a startup requires sales and marketing strategies that are unique to those utilized by established organizations. This reality helps to explain why a scroll through LinkedIn or Twitter will likely introduce entrepreneurs to concepts such as "product-led growth" and "flywheels." It also explains why a search for "startup marketing" on Google will introduce them to ideas often referred to as "growth hacks." The challenge for founders as they work to apply these ideas is that they most often lack substance, specificity, and or actionable insight. These examples highlight the nuance of successfully marketing a startup, entrepreneurs' demand to learn these nuances, and the difficulty of correctly learning how to do the right things and do them well. These challenges are compounded by the fact that startups are resource- and time-constrained so they must learn how to prioritize driving customer acquisition, retention, and loyalty. Finally, startups must have a technology roadmap and measurement framework to optimize over time. This course will ensure that Olin students have this knowledge and expertise while also putting them in a position to help existing startups better grow their businesses. It is recommended that students take MKT 4095, offered as a Mini A course which will prepare you for the experiential course MKT 431E, Marketing Metrics, offered as a Mini B course where you will work with a real client on a specific growth initiative, applying what was learned in this course. It is not required, just recommended. Prerequisites: MKT 370 or MGT 421 or MGT 424, MKT 400I or ENG 324 or MGT 106E or L11 105 or I60 105.
Attributes:
Instruction Type:Classroom instruction Grade Options:CPA Fees:
Course Type:HomeSame As:N/AFrequency:Spring / Summer / History
Label

Home/Ident

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No section found for SP2025.