Entrepreneurial Marketing and Strategy

Catalog description

The course is focused on the tools and frameworks that assist a startup entrepreneur in exploring the feasibility of a new idea. After establishing an understanding of the funding process for new ventures, students will learn about and practice market research techniques involving both formal (in person interviews) and informal (expert interviews, social media) ways to understand the adoption behavior and urgent needs/wants of prospective customers. In addition, participants will learn how to take findings from market research to formulate business models and strategies.