Program Overview

ENT105 Entrepreneurial Marketing

Overview

This course focuses on institutional and product marketing methods used by start-up to medium-sized companies. After an overview of basic marketing principles, the course will cover the spectrum from day-to-day marketing activities of the entrepreneurial business to positioning and strategy. Students will learn to analyze, formulate, and implement marketing strategies, explore concepts for understanding customer behavior and creating an entrepreneurial marketing strategy, and learn the fundamentals of market research, pricing, and reaching and selling to customers.

Course Details

• Credits: 3
• Enrollment Restrictions: Must have at least Sophomore standing.
• Recommended Prerequisite: ENT 101
• Additional Notes: This course may be used to satisfy the 6-credit core requirements for the ENT Minor

Learning Outcomes

By the end of the course, students will be able to:

• Apply marketing concepts to early-stage or fast-growth businesses
• Conduct and interpret market research to inform strategy
• Construct detailed, customized marketing plans for real companies
• Present insights and recommendations effectively to executive stakeholders
• Collaborate professionally within diverse teams
• Critically evaluate both strategic direction and tactical execution in marketing contexts

Course Topics and Objectives

Key Topics Covered

• Marketing fundamentals and decision-making in entrepreneurial environments
• B2B and B2C customer research (primary and secondary)
• Market segmentation and persona/value proposition development
• Sales process design and sales management
• Go-to-market planning and campaign development
• Inbound and outbound marketing tactics
• Pricing strategies and marketing budget considerations
• Use of digital tools and emerging technologies (including AI) in marketing planning and execution
• The integration of marketing and sales in driving growth

Teaching Approach

• Interactive class discussions, case studies, and guest speakers
• Weekly consulting-style project work with real companies
• Individual written reflections and critiques
• Peer and self-assessments to develop team effectiveness

Instructors

• Jack Derby: Professor within the Derby Entrepreneurship Center at Tufts, teaching separate courses in marketing and in sales.
• Gavin Finn: President & CEO of Kaon Interactive, a profitable, high growth B2B software company.