Catalogue 2014 - 2015

ENTR 260 Marketing for Entrepreneurs


3 cr.


MK 200 and ENTR 251/MAN 251

Course Description

This course deals with the marketing function from the small, entrepreneurial organization perspective. Jay Levinson in his 1984 book Guerrilla Marketing described 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.


Formerly MAN 260