Jun 12, 2024  
Loyola Marymount University Bulletin 2014-2015 
    
Loyola Marymount University Bulletin 2014-2015 [ARCHIVED CATALOG]

MBAH 618 Entrepreneurial and Small Business Marketing


3 semester hours

Traditional marketing approaches often assume large budget, well-organized management structures, available information and power in the marketplace. Small and entrepreneurial business now constitutes a critical sector of the global economy, and the unique needs of such enterprises must be addressed. This course examines how marketers in emergent firms may challenge major competitors through the use of niche strategies, guerrilla techniques, and general creativity. Also listed as MBAC 618 .

Prerequisite: MBAA 606 .