Courses:

Entrepreneurial Marketing >> Content Detail



Calendar / Schedule



Calendar



Module 1: Marketing and Entrepreneurship


SES #TOPICSREADINGSKEY ISSUES
1IntroductionReadings:
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).
2Sustaining Competitive Advantages of New VenturesReadings:
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)

Source of competitive advantages of new ventures

Does there truly exist a first mover advantage?

Network externality

3Guest Speaker: Eric Spitz, Chief Executive Officer of TrakusChallenges and difficulties in marketing faced by a new venture.


Module 2: Identifying Market Opportunities


SES #TOPICSREADINGSKEY ISSUES
4Market ResearchReadings:
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).

Information Sources

Qualitative/Quantitative Market Research

Low Budget Or No Budget Market Research

5Wildfire CommunicationsCase: Wildfire Communication Inc. (A), (HBS Case, 9-396-305).
6Demand Forecasting

Readings:
Barnett, F.W., "Four Steps to Forecast Total Market Demand," HBR1988 (Reprint No. 88401).

What information is required?

How to forecast sales of a truly innovative product/service

How to forecast sales of an early entrant to market

How to forecast sales of a pioneer brand after the market entry of a new competitor

Survey-based forecasting

Model-based forecasting

7AT&T USA Direct In-Languge Service: IndiaCase: AT&T USA Direct In-Language Service, India (HBS, 9-596-013).


Module 3: Market Development


SES #TOPICSREADINGSKEY ISSUES
8Creating a New MarketCase: net.Genesis, Inc. (HBS, 9-500-009).
9Segmentation and TargetingCase: WaterTest Corporation (HBS case, 9-389-022).
10Product Concept DevelopmentReadings:
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.
Lead user method

Conjoint method
11Focus vs DiversificationReadings:
Biolos, J., "Why Focus is Vital… and How to Achieve It," Harvard Management Update, 1997.

Case: CNET 2000 (HBS case, 9-800-284).
12Positioning ToolsReadings:
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


SES #TOPICSREADINGSKEY ISSUES
13Brent Hodgins, Guest SpeakerReadings:
Joachimsthaler, E., and D.A. Aaker, "Building Brands Without Mass Media," HBR, 1997 (Reprint No. 97107).
Building a strong brand
14Leverage CommunicationCase: WARNET-Lambert Ireland: Niconil (HBS, 9-593-008).
15Overcome Market ResistanceCase: TIVO (HBS case, 5- 501-057).Facilitate the acceptance rate of a new product

Consumer Education


Module 5: Entrepreneurial Pricing Strategy


SES #TOPICSREADINGSKEY ISSUES
16Pricing Tools IReadings:
Dolan, R.J., "How Do You Know When the Price Is Right?" HBR, 1995 (Reprint No.95501).
How to determine a price for a truly innovative product

Cost-based pricing vs Value-based pricing

Behavioral pricing

How to measure potential buyer’s willingness-to-pay
17Pricing Tools IIBundle pricing

Segment pricing

Product-line pricing

Menu pricing
18Market Expansion and PricingReadings:
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


SES #TOPICSREADINGSKEY ISSUES
19Mathsoft (A)Case: Mathsoft (A) (HBS case, 9-593-094).
20Guest Speaker: Nick Lazaris, CEO of KeurigReadings:
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


SES #TOPICSREADINGSKEY ISSUES
21Managing CustomersReadings:
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).
How To ‘Build’ Loyal Customers

How to manage customer satisfaction
22Relationship Marketing and Wrap-UpCase: BizRate.com (HBS, 9-501-024).


Presentation of Marketing Plans


SES #TOPICSREADINGSKEY ISSUES
23Presentation of Marketing Plans
24Presentation of Marketing Plans
25Presentation of Marketing Plans
 


 



 








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