Entrepreneurial Marketing

Catalog description

This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs. Course topics may include but are not limited to identifying market opportunities, creating and screening new ideas, writing concepts, concept testing, new product forecasting, prototyping, and building a business case with assumptions about market entry strategy and launch marketing. The goal is to help students learn how to use state-of-the-art techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products. This course is designed to help students develop a flexible way of thinking about marketing problems and strategies.