Courses:

Entrepreneurial Marketing >> Content Detail

Calendar

Module 1: Marketing and Entrepreneurship


SES #	TOPICS	READINGS	KEY ISSUES


1	Introduction	Readings: McGrath, R.G., and MacMillan, "Discovery-Driven Planning," Harvard Business Review, July-August, 1995 (Reprint No. 95406). Block, Z., and I.C. Macmillan, "Milestones for Successful Venture Planning," HBR, 1985 (Reprint No. 85503).


2	Sustaining Competitive Advantages of New Ventures	Readings: Sandberg, K.D., "Rethinking the First-Mover Advantage," Harvard Management Update, 2001 (Reprint No. U0105A). Boulding, W., and M. Christen, "First-Mover Disadvantage," Harvard Business Review, 2001 (Reprint No. F0109A). Case: The Browser Wars, 1994-1998 (HBS Case 5-700-046)	Source of competitive advantages of new ventures Does there truly exist a first mover advantage? Network externality


3	Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus		Challenges and difficulties in marketing faced by a new venture.

Module 2: Identifying Market Opportunities


SES #	TOPICS	READINGS	KEY ISSUES


4	Market Research	Readings: Andreasen, A.R., "Cost-Conscious Marketing Research," HBR, 1983 (Reprint No.83401). Almquist, E., and G. Wyner, "Boost Your Marketing ROI with Experimental Design," HBR, 2001 (Reprint No. R0109K). Optional: "Questionnaire Design and Development," HBS, (9-590-015).	Information Sources Qualitative/Quantitative Market Research Low Budget Or No Budget Market Research


5	Wildfire Communications	Case: Wildfire Communication Inc. (A), (HBS Case, 9-396-305).


6	Demand Forecasting	Readings: Barnett, F.W., "Four Steps to Forecast Total Market Demand," HBR, 1988 (Reprint No. 88401).	What information is required? How to forecast sales of a truly innovative product/service How to forecast sales of an early entrant to market How to forecast sales of a pioneer brand after the market entry of a new competitor Survey-based forecasting Model-based forecasting


7	AT&T USA Direct In-Languge Service: India	Case: AT&T USA Direct In-Language Service, India (HBS, 9-596-013).

Module 3: Market Development


SES #	TOPICS	READINGS	KEY ISSUES


8	Creating a New Market	Case: net.Genesis, Inc. (HBS, 9-500-009).


9	Segmentation and Targeting	Case: WaterTest Corporation (HBS case, 9-389-022).


10	Product Concept Development	Readings: Herstatt and Hippel, "From Experience:Developing New Product Concepts Via the Lead User Method: A Case Study in a Low-Tech Field," Journal of Product Innovation Management, 9, 1992, 213-221.	Lead user method Conjoint method


11	Focus vs Diversification	Readings: Biolos, J., "Why Focus is Vital… and How to Achieve It," Harvard Management Update, 1997. Case: CNET 2000 (HBS case, 9-800-284).


12	Positioning Tools	Readings: MacMillan, I.C., and R.G. McGrath, "Discovering New Points of Differentiation," HBR, 1997(Reprint No. 97408). "Analyzing Consumer Perceptions," HBS, 9-599-110.

Module 4: Entrepreneurial Communication Strategy


SES #	TOPICS	READINGS	KEY ISSUES


13	Brent Hodgins, Guest Speaker	Readings: Joachimsthaler, E., and D.A. Aaker, "Building Brands Without Mass Media," HBR, 1997 (Reprint No. 97107).	Building a strong brand


14	Leverage Communication	Case: WARNET-Lambert Ireland: Niconil (HBS, 9-593-008).


15	Overcome Market Resistance	Case: TIVO (HBS case, 5- 501-057).	Facilitate the acceptance rate of a new product Consumer Education

Module 5: Entrepreneurial Pricing Strategy


SES #	TOPICS	READINGS	KEY ISSUES


16	Pricing Tools I	Readings: Dolan, R.J., "How Do You Know When the Price Is Right?" HBR, 1995 (Reprint No.95501).	How to determine a price for a truly innovative product Cost-based pricing vs Value-based pricing Behavioral pricing How to measure potential buyer’s willingness-to-pay


17	Pricing Tools II		Bundle pricing Segment pricing Product-line pricing Menu pricing


18	Market Expansion and Pricing	Readings: Dean, J., "Pricing Policies for New Products," HBR, 1976 (Reprint No. 76604). Case: Rogers Communications, Inc., The Wave (HBS case, 9-597-050).

Module 6: Entrepreneurial Distribution Strategy


SES #	TOPICS	READINGS	KEY ISSUES


19	Mathsoft (A)	Case: Mathsoft (A) (HBS case, 9-593-094).


20	Guest Speaker: Nick Lazaris, CEO of Keurig	Readings: Kumar, N., "The Power of Trust in Manufacturer-Retailer Relationships," HBR, 1996 (Reprint No. 87411). Case: Keurig (HBS case, 9-899-180).

Module 7: Building Customer Relationships


SES #	TOPICS	READINGS	KEY ISSUES


21	Managing Customers	Readings: Pine II, B.J., D. Peppers, and M. Rogers, "Do You Want to Keep Your Customers Forever?" HBR, 1995 (Reprint No. 95209). Jones, T.O., and W.E. Sasser, Jr., "Why Satisfied Customers Defect," HBR, 1995 (Reprint No. 95606).	How To ‘Build’ Loyal Customers How to manage customer satisfaction


22	Relationship Marketing and Wrap-Up	Case: BizRate.com (HBS, 9-501-024).

Presentation of Marketing Plans


SES #	TOPICS	READINGS	KEY ISSUES


23	Presentation of Marketing Plans


24	Presentation of Marketing Plans


25	Presentation of Marketing Plans