Stern School of Business
Marketing for Entrepreneurs
MKTG-GB.2172.30
March 30 – May 4, 2016
Wednesday 6:00 – 9:00 PM
Jeffrey A. Carr
Tisch 802
Phone: 212-998-0073
E-mail: jeffrey.carr@stern.nyu.edu
This course provides a strategic decision-making perspective in entrepreneurial marketing. It is designed for MBA students who are interested in examining the marketing strategies and methods used by start-up, early-stage companies, and small-business enterprises. Comparing conventional marketing with entrepreneurial marketing, the course examines the marketing planning process for entrepreneurs and emphasizes creativity and innovation when developing marketing plans in an entrepreneurial situation.
The general topics covered are:
□ What are the major strategic constraints and issues confronted by entrepreneurs today?
□ How can one identify and evaluate market opportunities?
□ How do entrepreneurs achieve a competitive advantage given limited marketing resources?
□ What major marketing/sales tools are most useful in an entrepreneurial setting?
□ To provide a framework and process to help entrepreneurs create successful go-to-market strategies.
□ Getting the first customer
The emphasis in this course is placed on identifying, analyzing and solving marketing problems confronting the entrepreneur. We will use lectures/discussions, case studies, and group projects to explore these marketing issues. This will be an intensive and highly interactive course. Students are expected to question, argue and discuss everything that is presented. Requirements for this class are enthusiasm and a willingness to think and work. A sense of humor would also be greatly appreciated.
The major feature of the course is a group project where teams of students will develop and present a marketing plan for launching a new company. The steps in the project include:
1. Form company—you may have up to 5 members in your group
2. Choose a business/product to launch. Some suggestions—a consulting firm, internet retail, pop-up holiday store, food product or social/non-profit venture
3. Create brand name and positioning
4. Conduct market research
5. Set communication objectives
6. Determine communication vehicles—advertising, PR, sales promotions, social media, etc.
7. Distribution channel—method of selling
8. Price
9. Marketing budget
Course Materials
Case Packet
Course Requirements
Grading
1. Marketing Plan (80%)
Your plan will be graded on its:
• Creativity and innovation
• Targeted focus
• Consistency and integration
• Marketing budget and return on marketing investment
• If you actually capture a paying customer who is not related to you through blood or friendship you receive at least a B
2. Contribution to Class Discussion (20%).
Further details will be provided in class.
Course Schedule
3/30 Introduction
Course structure and requirements
The Challenges of Marketing for Start-ups
Corporate vs. Start-up Marketing: What’s the difference?
Form company teams
▪ Select team members
▪ Choose industry and product
Read: “Marketing Plan and Marketing Analysis for Start Ups”
4/6 Market Research
Read: “Cost-Conscious Marketing Research”
“Glaceau—Marketing Vitaminwater”
Team Elevator Pitches—90 seconds
4/13 Segmentation and Branding
Team Presentation--Market Research Plan
4/20 Communication Planning with Limited Resources
Guest Speaker: Joe Ferrara, president Ferrara Manufacturing, member New York Angels and the NYU Stern Mentor Network
Team Presentation—Segmentation
4/27 Pricing and New Products
Customer Value and Reference Points
Team Presentation—Communication Plan
5/4 Managing Customers—Channel Design and Sales
Read: “The Customer Has Escaped,” Harvard Business Review
“Massive Incorporated”
Team Presentation—Conversations and Contacts
Course Summary and Review
5/11 Marketing Plans Due
Start-Up Marketing Plan
Market Segmentation
➢ Describe the target segment
➢ Segment attractiveness
Key Customer Insights
➢ 1-3 Ahas!
➢ Contact list—10-20 names
Brand
➢ Name
➢ Promise
➢ Packaging
Positioning
➢ Mental image of your product and company relative to competition
Pricing
➢ Perceived value
➢ Competition
➢ Costs
Distribution
➢ Channel fit with segment needs
➢ How are you going to get your first sale!?
Communication Plan
➢ Market for Information (what does the customer need to know)
➢ Compelling Message (benefit)
➢ Media (how are you going to deliver the message)
➢ Time and Attention (cost to customer)
➢ Value added by communication (communication benefit)
Budget
➢ Marketing expenditures
Timeline
➢ Calendar
Sales and Profit Projection
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- marketing for conservation success nrcs
- the end s of marketing university of virginia
- generic strategy types of competitive advantage
- edu
- stern school of business
- client marketing become or remain sole provider to all
- marketing strategy key concepts 4 monfort college of
- global marketing 6e keegan green
- dress for this event is business casual
Related searches
- wharton school of business requirements
- wharton school of business application
- forbes school of business ranking
- wharton school of business courses
- wharton school of business admission
- wharton school of business ranking
- wharton school of business admissions
- wharton school of business online
- wharton school of business mba
- wharton school of business certificates
- wharton school of business undergraduate
- school of business rankings