BUMK 4400 - Entrepreneurial Marketing

The course covers current best practices in Entrepreneurial Marketing (EM), representing evidence-based approaches to introducing or redefining products and markets, responding to market changes and facilitating both transactions and long-term relationships with targeted consumer/client segments. The new EM strategies covered in this course almost universally involve targeted engagement with key segments through social networking, and often using platforms that are largely categorized as social media. The course focuses on how EM is delivered through such precision-targeting within a range of social media environments and covers current social media platform practices, including strategic content creation, formatting, placement, and the use of analytical tools to assess return on investment.

Credits: 3

Prereq: BUMK 2100 or BUMK 3100 and BUMK 3400
Lecture hours: 3