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15.835 Entrepreneurial Marketing, Spring 2002

Themes of the class: entrepreneurial new venture and marketing.
Themes of entrepreneurial marketing. (Diagram by Prof. Jin Gyo Kim.)

Highlights of this Course

One assignment asks students use of a data analysis program, Blogit, to determine how many markets on which to focus their efforts for the short and long term. Assignment details, software and associated data files are provided.

Course Description

This course clarifies key marketing concepts, methods, and strategic issues relevant for start-up and early-stage entrepreneurs. At this course, there are two major questions:
  1. Marketing Question: What and how am I selling to whom?
  2. New Venture Question: How do I best leverage my limited marketing recourses?

Specifically, this course is designed to give students a broad and deep understanding of such topics as:

  1. What are major strategic constraints and issues confronted by entrepreneurs today?
  2. How can one identify and evaluate marketing opportunities?
  3. How do entrepreneurs achieve competitive advantages given limited marketing resources?
  4. What major marketing/sales tools are most useful in an entrepreneurial setting?

Because there is no universal marketing solution applicable to all entrepreneurial ventures, this course is designed to help students develop a flexible way of thinking about marketing problems in general.

Technical Requirements

File decompression software, such as Winzip or StuffIt , is required to open the .zip files found on this course site.
The .exe files found on this course site are executable programs. Please refer to the course materials for any specific instructions or recommendations.

 

Staff

Instructor:
Prof. Jin Gyo Kim

Course Meeting Times

Lectures:
Two sessions / week
1.5 hours / session

Level

Graduate

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