Harvard Business School Online
Entrepreneurial Marketing Online CourseOnline
DURATION
4 Weeks
LANGUAGES
English
PACE
Part time
APPLICATION DEADLINE
07 Jul 2025
EARLIEST START DATE
09 Jul 2025
TUITION FEES
USD 1,850 *
STUDY FORMAT
Distance Learning
* plus applicable international taxes
Key Summary
Introduction
Develop the entrepreneurial mindset and toolkit to create a viable, scalable business with minimal data, limited resources, and tight budgets.
Key Concepts
- Develop and continually adapt go-to-market strategies
- Distinguish between marketing- and sales-led organizations and marketers’ role in each
- Establish a customer selection strategy, including buyer personas and journeys
- Devise strategies for engaging and influencing the stakeholders making purchasing decisions
- Understand the importance of brand-building and the key components of an effective brand
- Build a media strategy across paid, earned, and owned channels
- Evaluate and identify growth opportunities
Ideal Students
Who Will Benefit
Founders and Startup Employees
Establish your venture’s go-to-market strategy and learn how to evolve it over time to achieve scale.
Intrapreneurs
Grow your organization’s new product or service effectively with limited budgets and resources.
Small- to Medium-Sized Business Owners
Develop the entrepreneurial mindset and toolkit to grow your business.
Admissions
Curriculum
Module 1
Intro to Entrepreneurial Marketing
Explore a startup business model’s four key elements and learn how to formulate a customer value proposition, determine product-market fit, and distinguish between marketing- and sales-led organizations.
Concepts:
- Welcome to Entrepreneurial Marketing
- The Startup Business Model
- The Go-to-Market Plan
Featured Exercises:
- Formulate and test a customer value proposition
- Calculate the ratio of a business’s customer lifetime value (LTV) to customer acquisition cost (CAC)
Module 2
Understanding the Customer
Determine who your business’s early adopters are to begin generating customer personas and related buyer journeys. Identify an organization’s key stakeholders making purchasing decisions and where to intercept them.
Concepts:
- Determining Your Beachhead Customer
- Decoding the Decision-Making Unit
- Mapping the Buying Journey
Featured Exercises:
- Build a customer persona and related buyer journey
- Map employees to their specific roles within the decision-making unit
Module 3
The Entrepreneurial Marketing Toolkit
Unpack the entrepreneurial marketing toolkit and apply the paid, owned, and earned media (POEM) framework. Identify a brand’s four components and the potential benefits and risks of marketing channels and platforms.
Concepts:
- Crafting an Effective Brand
- Storytelling with Media
- Community, PLG, Distribution, and Pricing
Featured Exercises:
- Explore brand development exercises to understand the values that motivate your organization
- Practice using paid, owned, and earned media
Module 4
Strategies for Growth and Closing
Analyze your go-to-market strategy, evaluate the relationship between business models and growth, and assess growth options in two dimensions: markets and products.
Concepts:
- Business Models and Growth
- The Growth Matrix
- Keys to Entrepreneurial Marketing
Featured Exercises:
- Use a 2x2 matrix to assess growth options
Program Outcome
Certificate of Completion
Boost your resume with a Certificate of Completion from HBS Online
Program Tuition Fee
Faculty
Student Testimonials
Program delivery
- 4 weeks
- 4-5 hours per week
- 4 modules
- Self-Paced
English Language Requirements
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