This course focuses on the marketing development of new business ideas for small businesses including creating an environment conducive to innovation, recognizing business opportunities, assessing the industry and its potential customer segments, barriers to entry and competitive set. In addition, students will acquire an understanding of the primary marketing tools available to the entrepreneur to drive customer awareness, initial and repeat purchase and the ability to fully integrate each of those tools into a cohesive, integrated marketing plan, all on an extremely limited budget as typifies start up businesses. Upon successful completion of the course, students will understand how to plan an entrepreneurial marketing program, implement it and evaluate its performance. This includes market analysis, segmentation, the marketing mix of product, price, promotion and distribution and marketing strategy, both long term and annually. Not open to students in the School of Business.