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ENTSP 4540: Entrepreneurial Marketing

(Cross-listed with MKT 4540).
Credits: 3. Contact Hours: Lecture 3.

Prereq: MKT 3400
Basic understanding of marketing for those interested in creating or working for a start-up or an innovation-oriented company or consultancy. Relevant to marketing roles in entrepreneurial firms across both B2B and B2C markets. Integrates theory and practice, and provides insight into how entrepreneurs take both strategic and tactical marketing decisions in uncertain business environments. For hands-on perspective, incorporates projects involving real-world marketing problems confronting start-ups, and guest talks from entrepreneurs and frequent case analyses. (Typically Offered: Fall)