ENTR 400 - Entrepreneurship and Marketing in the Craft Beer Industry

Units: 3

Explores the management and marketing challenges inherent in starting a new craft brewing venture. Covers key entrepreneurial topics such as the role of the founder; the power of stories to new venture creation; social entrepreneurship; human resources; and negotiation strategies. Moreover, market analysis, brand positioning, packaging, pricing, distribution and promotional campaigns will be explored as parts of an overall marketing strategy.