Entrepreneurial marketing

Lectures: 2 sessions / week, 1.5 hours / session

Lectures, reading assignments, cases, class discussions, and invited speakers. There will be several lectures on quantitative methods to supplement qualitative discussions. Where necessary, specialized software to aid in such discussions will be distributed to students.

McGrath, R. G., and MacMillan, "Discovery-Driven Planning," Harvard BusinessReview, July-August, 1995 (Reprint No. 95406).

Rich, S. R., and D. E. Gumpert, “How to Write a Winning Business Plan," Harvard Business Review, May-June, 1985 (Reprint No. 85314).

Morgan, H. L., A. Kallianpur, and L. M. Lodish, "Entrepreneurial Marketing," Lessons from Wharton's Pioneering MBA Course, John Wiley & Sons, 2001.

Aaker, D. A., Strategic Market Management, John Wiley & Sons, 1998.

Written Assignments (30%).

Comprehensive Marketing Plan (40%): Students will prepare a marketing plan for an entrepreneurial organization of their choice, possibly for a new venture they are considering.

Contribution to Class Discussions (30%).

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