Entrepreneurial Marketing Course

North Carolina State University at Raleigh

Currently, the University of Wisconsin, Whitewater (UWW) offers only one course in entrepreneurship: Product Development. This course covers the process of developing a new product in the context of an established business. In an effort to expand its entrepreneurship program, the UWW Innovation Center will develop a new course in entrepreneurial marketing for new ventures, based on those offered at the University of Pennsylvania's Wharton School and Syracuse University.

The Entrepreneurial Marketing course focuses on the key marketing strategies relevant for new venture initiation, as well as marketing decisions for small and growing organizations. In the course, students learn to:

  • apply marketing concepts to entrepreneurial company challenges
  • take on the special challenges and opportunities involved with developing marketing strategies
  • identify entrepreneurial opportunities from emerging trends in marketing practice
  • develop inexpensive, valid approaches to identifying customer needs and conducting market research
  • design creative approaches to marketing communications, and
  • explore the varying role of marketing strategies among entrepreneurial firms.
The course environment facilitates student acquisition and application of knowledge of new market venture strategies, recognizing variances in the process of different industries and companies