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.
Master Syllabi are developed by the senior faculty in each business discipline. This Master Syllabus must be used as the basis for developing the
instructor syllabus for this course, which must also comply with the content specifications outlined in the Troy University Faculty Handbook.
The objectives included on this Master Syllabus must be included among the objectives on the instructor’s syllabus, which may expand upon the
same as the instructor sees fit. The statement of purpose seeks to position the course properly within the curriculum and should be consulted by
faculty as a source of advisement guidance. Specific choice of text and other details are further subject to Program Coordinator guidance.
1 August 2005
Master Syllabus: MGT 4484
2
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
8. Classroom
location
9. Office location +
e-mail address
10. Office telephone
11. Course
description,
objectives
12. Text(s)
13. Other materials
14. Grading methods, 16. General supports
criterion weights,
(computer works,
make-up policy,
writing center)
mid-term grade
17. Daily assignments,
reports
holidays, add/drop
15. Procedure, course
& open dates, dead
requirements
day, final exam
18. ADA statement
19. Electronic device
statement
20. Additional
services,
statements
21. Absence policy
22. Incomplete-work
policy
23. Cheating policy
24. Specialization
requirements
(certification,
licensure, teacher
competencies)