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8.1 Entrepreneurial Marketing and the Marketing Mix
LEARNING OBJECTIVES By the end of this section, you will be able to: Distinguish between traditional marketing and entrepreneurial marketing Describe the seven elements of the marketing mix Being a successful entrepreneur often means being able to ...
7.1 Clarifying Your Vision, Mission, and Goals
Portions of the material in this section are based on original work by Mark Poepsel and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innovation-...
Discrimination and Harassment
Harassment and discrimination among faculty and researchers in Canada's postsecondary institutions Harassment and discrimination can exist across all Canadian workplaces, occurring in any type of occupation and setting, including postsecondary institutions. T...
Canadian Legal side of HRM
The Canadian Human Rights Act (CHRA) The CHRA became effective in March 1978. It proclaims that “all individuals should have an opportunity equal with other individuals to make for themselves the lives that they are able and wish to have and to have their n...
Introduction to Legislation
Equal opportunity is one of our nation’s core values and should be a core company policy. In this section, we’ll summarize employment discrimination legislation and highlight interpretation and enforcement changes The Law and Discrimination A SHRM article ...
7.5 Reality Check: Contests and Competitions
Portions of the material in this section are based on original work by Mark Poepsel and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innovation-...
7.4 Protecting Your Idea and Polishing the Pitch through Feedback
Portions of the material in this section are based on original work by Mark Poepsel and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innovation-...
7.3 Developing Pitches for Various Audiences and Goals
Portions of the material in this section are based on original work by Mark Poepsel and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innovation-...
7.2 Sharing Your Entrepreneurial Story
Portions of the material in this section are based on original work by Mark Poepsel and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innovation-...
11.4 The Business Plan
LEARNING OBJECTIVES By the end of this section, you will be able to: Describe the different purposes of a business plan Describe and develop the components of a brief business plan Describe and develop the components of a full business plan Unlike...
8.2 Market Research, Market Opportunity Recognition, and Target Market
LEARNING OBJECTIVES By the end of this section, you will be able to: Distinguish between primary and secondary market research Define a research goal and the importance of research design Understand how to choose a sample, and collect and analyze data ...
11.3 Conducting a Feasibility Analysis
LEARNING OBJECTIVES By the end of this section, you will be able to: Describe the purpose of a feasibility analysis Describe and develop the parts of a feasibility analysis Understand how to apply feasibility outcomes to a new venture As the name ...
11.2 Designing the Business Model
Portions of the material in this section are based on original work by Geoffrey Graybeal and produced with support from the Rebus Community. The original is freely available under the terms of the CC BY 4.0 license at https://press.rebus.community/media-innova...
11.1 Avoiding the “Field of Dreams” Approach
LEARNING OBJECTIVES By the end of this section, you will be able to: Understand the importance of planning Understand the concepts of product and service innovation, and define and understand key business models Describe and be able to construct a valu...
Introduction
Figure 11.1 The initial plan for Vita Coco did not work for its founders, Michael Kirban and Ira Liran, but the coconut water found later success, ultimately becoming the market leader, by using customer-focused design throughout the entrepreneurial process....
8.6 Sales and Customer Service
LEARNING OBJECTIVES By the end of this section, you will be able to: Explain the importance of sales strategy and provide an example Explain the importance of customer service A sales strategy is a plan that the entrepreneur uses to identify and en...
8.5 Marketing Strategy and the Marketing Plan
LEARNING OBJECTIVES By the end of this section, you will be able to: Distinguish between a marketing strategy, a marketing plan, and a pitch Describe the elements of a marketing plan Now that you have a better idea of what marketing is, you are rea...
8.4 Entrepreneurial Branding
LEARNING OBJECTIVES By the end of this section, you will be able to: Understand the importance of customer-focused branding Explain the steps in defining and developing a brand Describe the benefits of brand advocacy In a business context, the wor...
8.3 Marketing Techniques and Tools for Entrepreneurs
LEARNING OBJECTIVES By the end of this section, you will be able to: Describe effective entrepreneurial marketing techniques (guerilla, relationship, expeditionary, real-time, viral, digital, word-of-mouth) Discuss the pros and cons of these marketing t...
Legal Context of HRM
The Black Lives Matter movement and the call for a ‘new’ police In the Spring of 2020, while the pandemic raged on, people from around the world rallied around a common cause: Black Lives Matter. This social movement has focused on a quest for liber...