| Lec # | Topics | Readings |
|---|---|---|
| Module 1: Marketing and Entrepreneurship | ||
| 1 | Introduction |
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 |
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 |
| 4 | Market Research |
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 | Barnett, F.W., "Four Steps to Forecast Total Market Demand," HBR, 1988 (Reprint No. 88401). |
| 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 |
| 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 | 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 |
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 |
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 |
| 13 | Brent Hodgins, Guest Speaker | 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 |
| 16 | Pricing Tools I | 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 |
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 |
| 19 | Mathsoft (A) | Case: Mathsoft (A) (HBS case, 9-593-094). |
| 20 | Guest Speaker: Nick Lazaris, CEO of Keurig |
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 |
| 21 | Managing Customers |
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 |
| 23 | Presentation of Marketing Plans | |
| 24 | Presentation of Marketing Plans | |
| 25 | Presentation of Marketing Plans | |
