Selected lecture notes from the first half of the course are available below.
| Lec # |
Topics |
Files |
| |
| Module 1: Marketing and Entrepreneurship |
| 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 |
| 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 |
| 8 |
Creating a New Market |
(PDF) |
| 9 |
Segmentation and Targeting |
(PDF) |
| 10 |
Product Concept Development |
(PDF) |
| 11 |
Focus vs Diversification |
|
| 12 |
Positioning Tools |
(PDF) |
