Description
MKT 317 ENTREPRENEURIAL MARKETING The traditional marketing concept (as taught for example in MKT 316) was developed on the basis of and for large, established companies. However, this strategic, planned, and resource intensive approach has been found to be inadequate for small, young and resource-constrained companies. In particular the focus on planning is nowadays considered inadequate for startups that need to establish themselves and grow in fast-paced environments. This course introduces a marketing approach for new, entrepreneurial firms. This “bottom-up” approach starts with the identification of market opportunities and then tries to attract and later grow a customer base. Therefore it presents a contrast to the traditional, planning intensive “top-down” marketing concept which follows the sequence “market segmentation – target market selection – positioning”. This course introduces entrepreneurial marketing concepts in line with the customer development approach. Here, a