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BUS 34 — The "Ready-Aim-Fire" Marketing Method: Turn Products into Profits

Quarter: Spring
Day(s): Tuesdays
Course Format: On-campus course
Duration: 8 weeks
Date(s): Apr 4—May 23
Time: 6:30—9:00 pm
Drop Deadline: Apr 17
Units: 2
Tuition: $535
Instructor(s): J. Cafesin
Limit: 40
On-campus course
6:30—9:00 pm
Apr 4—May 23
8 weeks
Drop By
Apr 17
2 Units
J. Cafesin
Over 90 percent of startups fail the first year. Want to increase your odds of success? Learn the “Ready-Aim-Fire” (RAF) guerrilla marketing method of actualizing ideas into offerings of value.

You’ll “Get Ready” to turn your idea into a viable product or service using step-by-step marketing methods (not theory) to productize your idea. Next, you’ll find target markets, assess competition, and define differentiators, then establish profit models and horizontal and vertical markets for your offering. After productization, you’ll “Take Aim” and develop identities and branding. Lectures will drill down into graphic design, responsive user interface and experience, web hosting, and content management systems. You’ll begin an image library and learn how to create stunning visual content, websites, landing pages, eblasts, and more at little to no cost. We’ll explore copywriting, content marketing, and best practices in search engine optimization and marketing. Finally, you’ll “Fire”—launch your offering to your targets. We’ll delve deep into lean launching of websites, print and PPC advertising, email campaigns, social media marketing strategies, soliciting PR, and using analytics to increase ROI. Securing VC funding for your new venture will round off the RAF marketing model. Upon completing this course you’ll be able to turn virtually any idea into a product or a service of value, and sell it directly or launch it as a startup.

J. Cafesin, Founder, Target Media Design; Co-Founder, Smart Mail Builder

J. Cafesin is a creative director and marketing communications specialist. Her clients have included Six Flags, Southland Associates, The Learning Company, CA Technologies, Genentech, CBS, NBC, 1st Nationwide Bank, and HP, among others. She is also a social advocacy blogger and a romance and science fiction author.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.