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ENTR 356: Bootstrap Marketing for Entrepreneurs

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ENTR 356: Bootstrap Marketing for Entrepreneurs

This course is designed to introduce students to the unique challenges of marketing in start-up organizations and to provide tips and techniques for launching and promoting a new business. Students learn about the evolving practice of marketing and the potential for entrepreneurial thinking. A key component of this course is the development of a complete marketing plan for a new business venture.

Business
Publisher
Sacramento City College
Source
LibreTexts
Language
EN
Category
Marketing
Read online Download PDF (open licence)
Contents· 48 sections
  1. 01: Chapter 1
  2. 1.01: Defining Marketing
  3. 1.02: Who Does Marketing
  4. 1.03: Marketing and Customer Relationships
  5. 02: Chapter 2
  6. 2.01: Why It Matters- Marketing Information and Research
  7. 2.02: Types of Marketing Information
  8. 2.03: The Marketing Research Process
  9. 2.04: Marketing Research Techniques
  10. 2.05: Marketing Data Sources
  11. 2.06: Evaluating the Market
  12. 2.07: Segmentation and Targeting Rationale
  13. 2.08: Common Segmentation Approaches
  14. 2.09: Segmentation Decisions
  15. 2.10: Targeting and Marketing Mix
  16. 2.11: Case Study- Red Bull Wins the “Extreme” Niche
  17. 2.12: Simulation- Segmenting the Ice Cream Market
  18. 03: Chapter 3
  19. 3.01: Why It Matters- Consumer Behavior
  20. 3.02: Buying-Process Stages
  21. 3.03: Low-Involvement vs. High-Involvement Decisions
  22. 3.04: Factors Influencing Consumer Decisions
  23. 3.05: Putting It Together- Consumer Behavior
  24. 3.06: The Competition
  25. 3.07: Elements of Brand
  26. 3.08: Brand Equity
  27. 3.09: Brand Positioning and Alignment
  28. 04: Chapter 4
  29. 4.01: Pricing Impact on Value of Products or Services
  30. 4.02: Pricing Considerations
  31. 4.03: Common Pricing Strategies
  32. 4.04: Packaging
  33. 4.05: Using Channels of Distribution
  34. 4.06: Managing Distribution Channels
  35. 4.07: Retailers As Channels of Distribution
  36. 4.08: Integrated Supply Chain Management and the Distribution Strategy
  37. 05: Chapter 5
  38. 5.01: Integrated Marketing Communication (IMC) Definition
  39. 5.02: Defining the Message
  40. 5.03: Marketing Communication Methods
  41. 5.04: Using IMC in the Sales Process
  42. 5.05: Customer Relationship Management (CRM) Systems and IMC
  43. 5.06: Measuring Marketing Communication Effectiveness
  44. 5.07: Developing a Marketing Campaign and Budget
  45. 06: Chapter 6
  46. 6.01: Why It Matters- Marketing Plan
  47. 6.02: Elements of the Marketing Plan
  48. 6.03: Presenting the Marketing Plan