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Prerequisites: MKTG 3101 or BADM 3750; open to juniors or higher. Not open to students who have passed or are taking MKTG 3753.
Grading Basis: Graded
Focuses on the key marketing concepts and practices relevant to entrepreneurial ventures when introducing new products and services. It focuses on the assessment of market potential, marketing strategies and decisions in the context of limited resources and conditions of risk and market uncertainty, and the role of marketing in the commercialization process. Attention is given to product, pricing, promotion, and distribution decisions, and customer relationship management to co-create value with the customer. May substitute for MKTG 3753 for business majors.
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