Courses:

Entrepreneurial Marketing >> Content Detail

Readings

Module 1: Marketing and Entrepreneurship


LEC #	TOPICS	READINGS


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)


3	Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus

Module 2: Identifying Market Opportunities


LEC #	TOPICS	READINGS


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).


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).


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

Module 3: Market Development


LEC #	TOPICS	READINGS


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.


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


LEC #	TOPICS	READINGS


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


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


15	Overcome Market Resistance	Case: TIVO (HBS case, 5- 501-057).

Module 5: Entrepreneurial Pricing Strategy


LEC #	TOPICS	READINGS


16	Pricing Tools I	Readings: Dolan, R.J., "How Do You Know When the Price Is Right?" HBR, 1995 (Reprint No.95501).


17	Pricing Tools II


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


LEC #	TOPICS	READINGS


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


LEC #	TOPICS	READINGS


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).


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

Presentation of Marketing Plans


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23	Presentation of Marketing Plans


24	Presentation of Marketing Plans


25	Presentation of Marketing Plans