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15.835

Entrepreneurial Marketing

3-0-3 units · Graduate

Explores a basic marketing framework in depth as it applies to start-ups. Students then apply this framework to a project.

Spring 2002

Topics

  • Introduction
  • Sustaining Competitive Advantages of New Ventures
  • Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus
  • Market Research
  • Wildfire Communications
  • Demand Forecasting
  • AT&T; USA Direct In-Languge Service: India
  • Creating a New Market
  • Segmentation and Targeting
  • Product Concept Development
  • Focus vs Diversification
  • Positioning Tools
  • Brent Hodgins, Guest Speaker
  • Leverage Communication
  • Overcome Market Resistance
  • Pricing Tools I
  • Pricing Tools II
  • Market Expansion and Pricing
  • Mathsoft (A)
  • Guest Speaker: Nick Lazaris, CEO of Keurig
  • Managing Customers
  • Relationship Marketing and Wrap-Up
  • Presentation of Marketing Plans

Readings

  • McGrath, R.G., and MacMillan, “Discovery-Driven Planning,” Harvard Business Review , July-August, 1995 (Reprint No. 95406).
    Listed reading
  • Block, Z., and I.C. Macmillan, “Milestones for Successful Venture Planning,” HBR , 1985 (Reprint No. 85503).
    Listed reading
  • Sandberg, K.D., “Rethinking the First-Mover Advantage,” Harvard Management Update , 2001 (Reprint No. U0105A).
    Listed reading
  • Boulding, W., and M. Christen, “First-Mover Disadvantage,” Harvard Business Review , 2001 (Reprint No. F0109A).
    Listed reading
  • Case: The Browser Wars, 1994-1998 (HBS Case 5-700-046)
    Listed reading
  • Andreasen, A.R., “Cost-Conscious Marketing Research,” HBR , 1983 (Reprint No.83401).
    Listed reading
  • Almquist, E., and G. Wyner, “Boost Your Marketing ROI with Experimental Design,” HBR , 2001 (Reprint No. R0109K).
    Listed reading
  • Optional: “Questionnaire Design and Development,” HBS , (9-590-015).
    Listed reading
  • Barnett, F.W., “Four Steps to Forecast Total Market Demand,” HBR , 1988 (Reprint No. 88401).
    Listed reading
  • 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.
    Listed reading
  • Biolos, J., “Why Focus is Vital… and How to Achieve It,” Harvard Management Update , 1997.
    Listed reading
  • Case: CNET 2000 (HBS case, 9-800-284).
    Listed reading
  • MacMillan, I.C., and R.G. McGrath, “Discovering New Points of Differentiation,” HBR , 1997(Reprint No. 97408).
    Listed reading
  • “Analyzing Consumer Perceptions,” HBS , 9-599-110.
    Listed reading
  • Joachimsthaler, E., and D.A. Aaker, “Building Brands Without Mass Media,” HBR , 1997 (Reprint No. 97107).
    Listed reading
  • Dolan, R.J., “How Do You Know When the Price Is Right?” HBR , 1995 (Reprint No.95501).
    Listed reading
  • Dean, J., “Pricing Policies for New Products,” HBR , 1976 (Reprint No. 76604).
    Listed reading
  • Kumar, N., “The Power of Trust in Manufacturer-Retailer Relationships,” HBR , 1996 (Reprint No. 87411).
    Listed reading
  • Pine II, B.J., D. Peppers, and M. Rogers, “Do You Want to Keep Your Customers Forever?” HBR , 1995 (Reprint No. 95209).
    Listed reading
  • Jones, T.O., and W.E. Sasser, Jr., “Why Satisfied Customers Defect,” HBR , 1995 (Reprint No. 95606).
    Listed reading
  • McGrath, R. G., and MacMillan, “Discovery-Driven Planning,” Harvard BusinessReview , July-August, 1995 (Reprint No. 95406).
    Listed reading
  • Rich, S. R., and D. E. Gumpert, “How to Write a Winning Business Plan," Harvard Business Review , May-June, 1985 (Reprint No. 85314).
    Listed reading
  • Morgan, H. L., A. Kallianpur, and L. M. Lodish, “Entrepreneurial Marketing,” Lessons from Wharton’s Pioneering MBA Course , John Wiley & Sons, 2001.
    Recommended
  • Aaker, D. A., Strategic Market Management , John Wiley & Sons, 1998.
    Recommended

Prerequisites & course information

Prereq: None G (Spring; second half of term) Not offered regularly; consult department 3-0-3 units

Sources