BUS 260 - Marketing for Entrepreneurs

Institution:

Western New England University

Subject:

Description:

Prerequisite: MK 200. This course deals with the marketing function from the small, entrepreneurial organization perspective. Jay Levinson in his 1984 book Guerrilla Marketing describes an unconventional way of performing promotional activities (advertising, public relations, sales promotion, and personal selling) on a very low budget as opposed to the traditional way of promoting products employed by larger organizations with massive budgets, marketing staff, paid-consultants, and sophisticated computer tools, etc. Levinson called his unconventional approach Guerrilla Marketing. His original target audiences were small businesses and entrepreneurs who sought to maximize their profits while minimizing their investment in marketing. Over the years Guerrilla Marketing has been so successful that today many large organizations are employing its techniques and tactics. This course focuses on the guerilla marketing approach and techniques because it replicates the marketing done by entrepreneurs in the real world. 3 cr.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.wne.edu

Phone Number:

(413) 782-3111

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

The Course Profile information is provided and updated by third parties including the respective institutions. While the institutions are able to update their information at any time, the information is not independently validated, and no party associated with this website can accept responsibility for its accuracy.