Master Syllabus: MGT 4484 2

TROY UNIVERSITY
MASTER SYLLABUS
SORRELL COLLEGE OF BUSINESS

MGT 4484
Entrepreneurial Strategy and Marketing

Prerequisites

ECO 3360, FIN 3360, MGT 4475 (simultaneous enrollment is acceptable).

Description

This entrepreneurship concentration capstone integrates theory and practice from prior courses in the discipline to write a strategic analysis for a selected venture, emphasizing the marketing function. The larger aim is to guide venture growth rationally, creatively, and ethically through the challenges associated with the successive stages of professionalization, maturation, and global presence. The course considers ventures inside and outside existing organizations.

Student Learning Outcomes

On completion of the course, the student should be able to:

  1. Assess the feasibility of product lines or service options, brand management standards, pricing strategies, market segmentation parameters, and Internet presence for a new business idea, using financial metrics, macroeconomic criteria, and strategic models.
  2. Evaluate marketing and resourcing options using established models of national culture, international competitiveness, law, ethics, social responsibility, and sustainability.
  3. Craft organization-level strategies for the functional areas of finance, marketing, operations management, human-resource management, and information technology, referencing vision and mission statements, measurable objectives, and SWOT analysis.
  4. Present a strategically coherent business plan before a foreign or immigrant business audience, with emphasis on effective marketing, using apt audiovisual tools.

Purpose

This course uses general strategic concepts to integrate prior course material in the concentration, with an emphasis on the marketing function, and is appropriate at the end of the entrepreneurship program. Course content considers new ventures in the form of sole proprietorships, professional practices, and strategic business units, with a global, marketing-oriented outlook.

Approved Texts

Gundry, L. K., & Kickul, J. R. (2007).Entrepreneurship strategy: Changing patterns in new venture creation, growth, and reinvention. Thousand Oaks, CA: Sage. ISBN 9781412916561.

Wickham, P. A. (2006). Strategic entrepreneurship (4th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN 9780273706427.

Supplements

Crane, F. G. (2010). Marketing for entrepreneurs: Concepts and applications for new ventures. Thousand Oaks, CA: Sage. ISBN 9781412953467.

Hofstede, G., Hofstede, G. J., & Minkov, M. (2010).Cultures and organizations: Software of the mind: Intercultural cooperation and its importance for survival. New York, NY: McGraw-Hill. ISBN 9780071664189.

Honig, B., Drori, I., & Carmichael, B. A. (Eds.).(2010). Transnational and immigrant entrepreneurship in a globalized world. Toronto, ON: University of Toronto Press. ISBN 9781442640016.

Logman, M. (2011).Entrepreneurial marketing: A guide for startups and companies with growth ambitions. Antwerp, Belgium: Garant. ISBN 9789044128277.

Morse, E., & Mitchell, R. K. (2006).Cases in entrepreneurship: The venture creation process. Thousand Oaks, CA: Sage. ISBN 9781412909761.

Nwankwo, S., & Gbadamosi, A. (Eds.). (2011). Entrepreneurship marketing: Principles and practice of SME marketing. Abingdon, Oxon, UK: Routledge. ISBN 9780415573757.

Troy University Faculty Handbook (2010): Section 3.9.2.8 [extract] — essential elements of the syllabus (somewhat modified for space):

  1. Course title
  2. Course number + section
  3. Term
  4. Instructor
  5. Prerequisites
  6. Office hours
  7. Class days, times
/
  1. Classroom location
  2. Office location + e-mail address
  3. Office telephone
  4. Course description, objectives
  5. Text(s)
  6. Other materials
/
  1. Grading methods, criterion weights, make-up policy, mid-term grade reports
  2. Procedure, course requirements
/
  1. General supports (computer works, writing center)
  2. Daily assignments, holidays, add/drop & open dates, dead day, final exam
/
  1. ADA statement
  2. Electronic device statement
  3. Additional services, statements
  4. Absence policy
  5. Incomplete-work policy
/
  1. Cheating policy
  2. Specialization requirements (certification, licensure, teacher competencies)