About this course

Marketing in an Entrepreneurial Context. So, you want to be an entrepreneur? That is great. It can be a challenging and rewarding experience. And if I asked you why you wanted to be an entrepreneur, I know you would say it is because you want to make money. Yes, you are quite right because you are going to make money but the ultimate goal is far much more than that. In fact, the actual purpose of an enterprise is not to make money. Instead, experts tell us that the actual purpose of an enterprise is the creation of value and retention of satisfied customers. How well you perform these vital tasks will be reflected in the level of profitability of your enterprise. In other words, your profit is simply the scorecard with respect to how well you stay wedded to your real purpose.
You must understand this important point or your entrepreneurial career is likely to be truncated. Moreover, it is critical for you to understand marketing’s role in creating and retaining satisfied customers. Simply put, it is marketing that enables you to discover, create, arouse, and satisfy customer needs and wants. In entrepreneurial terms, we often say that a successful enterprise is built by a smart entrepreneur who finds a source of “market pain” and creates a “unique” way to cure it!