[Focus] This course is about the marketing challenges in an entrepreneurial firm. Entrepreneurship is the discovery, enactment and pursuit of new business opportunities. Successful execution of an entrepreneurial idea requires a sound marketing plan. In this course, we will investigate how marketing tools can enable entrepreneurs to realize the full potential of their ideas.
[Output] By the end of the semester, students will conceptualize, execute, and analyze a digital marketing campaign for a startup or existing business. The output must include a comprehensive digital marketing plan, creation of online content (e.g., social media posts, digital ads, videos, or email campaigns), implementation on at least one platform, and performance analytics using digital metrics.
[Modality] The course is delivered through a combination of strategically designed face-to-face and online (synchronous and asynchronous) sessions.