Instructors
Jack Derby
Gavin Finn
Description
Overview
This course focuses on institutional and product marketing methods used by start-up to medium-sized companies. After an overview of basic marketing principles, the course will cover the spectrum from day-to-day marketing activities of the entrepreneurial business to positioning and strategy. Students will learn to analyze, formulate, and implement marketing strategies, explore concepts for understanding customer behavior and creating an entrepreneurial marketing strategy, and learn the fundamentals of market research, pricing, and reaching and selling to customers.
Learning Outcomes
By the end of the course, students will be able to:
- Apply marketing concepts to early-stage or fast-growth businesses
- Conduct and interpret market research to inform strategy
- Construct detailed, customized marketing plans for real companies
- Present insights and recommendations effectively to executive stakeholders
- Collaborate professionally within diverse teams
- Critically evaluate both strategic direction and tactical execution in marketing contexts
Course Topics and Objectives
Key Topics Covered
- Marketing fundamentals and decision-making in entrepreneurial environments
- B2B and B2C customer research (primary and secondary)
- Market segmentation and persona/value proposition development
- Sales process design and sales management
- Go-to-market planning and campaign development
- Inbound and outbound marketing tactics
- Pricing strategies and marketing budget considerations
- Use of digital tools and emerging technologies (including AI) in marketing planning and execution
- The integration of marketing and sales in driving growth
Teaching Approach
- Interactive class discussions, case studies, and guest speakers
- Weekly consulting-style project work with real companies
- Individual written reflections and critiques
- Peer and self-assessments to develop team effectiveness
What people say
“Providing real–world situations and working with a real team is absolutely game–changing. The idea of inbound, and creating somewhat of a “circle of value” that continues to pay dividends.”
– An ENT105 Student
“This course has changed the way I think about marketing by helping me see it not just as a way to promote products, but as a strategic approach to understanding customer needs, building meaningful brands, and creating value. Value proposition design also shifted my focus from just aesthetics and branding to solving real problems for specific audiences. For example, in a brand I’m currently developing that’s rooted in Greek culture, I’m now thinking more deeply about how to connect emotionally with customers through storytelling, rather than just visuals.”
– An ENT105 Student