Full course description
What you'll learn:
This course focuses on communicating with customers and other interested stakeholders. It takes a pointedly customer-focused approach to entrepreneurship and offers some suggestions for various ways young, entrepreneurial firms can market their products and services without a large expenditure of resources. Finally, the topic of social entrepreneurship is introduced, including how socially-conscious firms can ensure their purpose is properly presented to internal and external stakeholders.
- Define the customer persona
- Examine marketing techniques for entrepreneurs
- Use sales and forecasting to predict market needs
Who is this course designed for:
Anyone who wants to learn how to communicate with customers or is interested about the social aspects of entrepreneurship.
Meet the instructor
R. Scott Livengood, Ph.D.
R. Scott Livengood joins the W. P. Carey School of Business’ Department of Management and Entrepreneurship as a clinical assistant professor of strategy and entrepreneurship. Professor Livengood arrives from the University of Texas at Austin where he was a lecturer of strategy and entrepreneurship and the assistant director of the Herb Kelleher Center for Entrepreneurship, Growth, and Renewal. He was previously at The Ohio State University’s Department of Management and Human Resources and at the Warrington College of Business Administration at the University of Florida, where he taught as an assistant professor of strategy and entrepreneurship in the college’s Department of Management.
His areas of expertise include:
- Cognition (organizational identity, identity domain theory, sensemaking)
- Competition (competitive dynamics, multi-market contact)
- Entrepreneurship (optimism, microfinance, crowdfunding, novelty, criminal, business planning)
An avid traveler, Professor Livengood has visited 71 countries around the world and all 50 of the United States. He is also fluent in Japanese and is learning Spanish. He recently became an Ironman in June, 2018 in Boulder, CO.