MKTG 520 (01) - Topics in Marketing

Top/Underst Your Customer

Durham   Paul College of Business&Econ :: Marketing
Credits: 4.0
Term: Fall 2021 - Full Term (08/30/2021 - 12/13/2021)
Grade Mode: Letter Grading
Class Size:   30  
CRN: 15320
Special topics covering a variety of marketing principles, topics vary by semester.
Section Comments: Full Title - Topics in Marketing: Understanding Your Customer: The Art and Science of Entrepreneurial Marketing
You must sign up in the Dept Office before registering through WEBCAT.
Repeat Rule: May be repeated for a maximum of 12 credits.
Only listed campus in section: Durham
Majors not allowed in section: BUSADM:ACCT, BUSADM:ES, BUSADM:FINANCE, BUSADM:INFSYSAN, BUSADM:INTL, BUSADM:MGT, BUSADM:MKT, BUSADM:STU, BUSINESS ADMIN, HOSPITALITY MGT, UNDECLARED PAUL
Instructors: Lisa Butler

Times & Locations

Start Date End Date Days Time Location
8/30/2021 12/13/2021 M 5:10pm - 8:00pm PCBE G59
Additional Course Details: 

This project-based course will turn you into an entrepreneur in 15 weeks.  Join us!  The class is designed as the second in a three-course sequence for non-business undergraduates seeking a minor in entrepreneurship.   The first course provides an overview of entrepreneurship:  How to Think Like an Entrepreneur. This course, MKTG 520, provides the marketing/customer/new product development aspect of entrepreneurship. And the third course is Realizing the Entrepreneurial Dream.

Marketing 520.01 addresses the “art and science” of entrepreneurial marketing.  The course will begin with an overview of the product development process.  From there we will move quickly to explore how to learn about and understand customers, using a full range of tools available:  market research, market segmentation, “pain points” and product “jobs,”  buying psychologies,  sales funnels, brand personalities and storytelling.  The class will employ lectures, readings, case studies, and hands-on projects, including a team project to be submitted in 3 sections across the semester:   Situation Analysis, Go-to-Market Plan, and Communication Plan.  

Marketing 520.01 is appropriate for students coming from a broad range of interests and backgrounds:  whether you have an interest in an entrepreneurship minor; want to “dip your toes” into the business curriculum in the Paul School; like psychology, economics, or marketing; or if you are just plain curious and want to try something hands-on.