15.835 | Spring 2002 | Graduate

Entrepreneurial Marketing


Course Meeting Times

Lectures: 2 sessions / week, 1.5 hours / session

Topic Overview

  • Module 1: Marketing and Entrepreneurship
  • Module 2: Identifying Market Opportunities
  • Module 3: Market Development
  • Module 4: Entrepreneurial Communication Strategy
  • Module 5: Entrepreneurial Pricing Strategy
  • Module 6: Entrepreneurial Distribution Strategy
  • Module 7: Building Customer Relationships


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.

Background Readings

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

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

Optional Suggested Readings

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

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


  1. Written Assignments (30%).

  2. 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.

    • Students will be asked form a group for this project
    • Each group should consist of 4 to 5 people.
  3. Contribution to Class Discussions (30%).

Course Info

As Taught In
Spring 2002
Learning Resource Types
Lecture Notes
Written Assignments with Examples