MKTG 461 - Entrepreneurial Marketing

5 credit hours

A dramatic new form of marketing is emerging. Recent years have witnessed the use of such terms as subversive marketing, disruptive marketing, guerilla marketing and others. Each reflects an alternative approach to conventional marketing. This course represents an attempt to bring together these perspectives by providing an integrative framework called “entrepreneurial marketing”. The course addresses issues of leveraging resources, creative and innovative marketing tactics, and other issues to help make new firms competitive. Prerequisite: MKTG 350.