Description: The primary objective is to teach students to do rigorous, explicit, customer-based marketing analysis which is most appropriate for new ventures. Explicit analysis of customers and potential customers, using available data, together with explicit and sensible additional assumptions about customer needs and behavior. Additionaobjectives are to teach students about: ways to implement marketing strategies when resources are very limited, and common deficiencies in marketing by entrepreneurial organizations.
Course #: 15.835
Professor(s) who recently taught this course:
Jin Gyo Kim