BUMK 4400 - Entrepreneurial Marketing

Credits: 3

Recent years have witnessed the use of such terms as subversive marketing, disruptive marketing, radical marketing, guerrilla marketing, viral marketing, and expeditionary marketing. 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 (EM). With EM, marketing is approached not as a set of tools (a technology) for facilitating transactions or responding to change, but as a vehicle for fundamentally redefining products and markets in ways that produce sustainable competitive advantage. Prereq: BUMK 2100 or BUMK 3100 and BUMK 3400 lecture hours 3