Lecture Notes

Module 1: Marketing and Entrepreneurship

LEC # TOPICS
1 Introduction (PDF)
2 Sustaining Competitive Advantages of New Ventures (PDF)
3 Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus

Module 2: Identifying Market Opportunities

LEC # TOPICS
4 Market Research (PDF)
5 Wildfire Communications (PDF)
6 Demand Forecasting (PDF)
7 AT&T USA Direct In-Languge Service: India (PDF)

Module 3: Market Development

LEC # TOPICS
8 Creating a New Market (PDF)
9 Segmentation and Targeting (PDF)
10 Product Concept Development (PDF)
11 Focus vs Diversification
12 Positioning Tools (PDF)

Module 4: Entrepreneurial Communication Strategy

LEC # TOPICS
13 Brent Hodgins, Guest Speaker
14 Leverage Communication
15 Overcome Market Resistance

Module 5: Entrepreneurial Pricing Strategy

LEC # TOPICS
16 Pricing Tools I
17 Pricing Tools II
18 Market Expansion and Pricing

Module 6: Entrepreneurial Distribution Strategy

LEC # TOPICS
19 Mathsoft (A)
20 Guest Speaker: Nick Lazaris, CEO of Keurig

Module 7: Building Customer Relationships

LEC # TOPICS
21 Managing Customers
22 Relationship Marketing and Wrap-Up

Presentation of Marketing Plans

LEC # TOPICS
23 Presentation of Marketing Plans
24 Presentation of Marketing Plans
25 Presentation of Marketing Plans