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BUS 101 — Marketing for Non-Marketing Professionals: An Introduction

Quarter: Winter
Day(s): Thursdays
Course Format: On-campus
Duration: 5 weeks
Date(s): Jan 25—Feb 22
Time: 7:00—8:50 pm
Drop Deadline: Feb 7
Unit: 1
Tuition: $400
Instructor(s): Kevin Epstein
Status: Open
7:00—8:50 pm
Jan 25—Feb 22
5 weeks
Drop By
Feb 7
1 Unit
Kevin Epstein
Do you ever listen to marketing “professionals” and suspect they are just repeating the latest buzzwords? Are you a skilled engineering, sales, or finance manager—or an individual small-business owner—who wants sufficient marketing knowledge to distinguish good marketing ideas from bad ones? This course will provide you with a straightforward introduction to the critical aspects of marketing and lead generation.

We will cover approaches to building marketing programs that seek out potential customers—known as “outbound marketing” (as opposed to “inbound,” where customers find you from search engines, blogs, and similar techniques). We will cover a comprehensive view of the marketing cycle from planning to implementation, competition, retention, and more. Using examples from inside some of the world’s most successful companies, a related online discussion forum, and team-based, in-class exercises, we will provide a practical introduction to sophisticated marketing tools and techniques. This highly interactive course will show you why brains matter more than budget, and why your own common sense probably makes you a great marketer already.

Kevin Epstein, Marketing Executive

Kevin Epstein received an MBA from Stanford and is the author of Marketing Made Easy. The holder of several technology patents, Epstein co-founded three successful small-business ventures and has more than fifteen years of experience in guerrilla marketing tactics at Netscape, RealNetworks, Inktomi, VMware, Proofpoint, and others. He serves as an advisor to various venture-backed and entrepreneurial startup companies.

Textbooks for this course:

(Not available at the Stanford Bookstore)
(Required) Kevin Epstein, Marketing Made Easy (ISBN 1599180170)