Selected lecture notes from the first half of the course are available below.
| Lec # | Topics | Files |
|---|---|---|
| Module 1: Marketing and Entrepreneurship | ||
| 1 | Introduction | (PDF) |
| 2 | Sustaining Competitive Advantages of New Ventures | (PDF) |
| 3 | Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus | |
| Module 2: Identifying Market Opportunities | ||
| 4 | Market Research | (PDF) |
| 5 | Wildfire Communications | (PDF) |
| 6 | Demand Forecasting | (PDF) |
| 7 | AT&T; USA Direct In-Languge Service: India | (PDF) |
| Module 3: Market Development | ||
| 8 | Creating a New Market | (PDF) |
| 9 | Segmentation and Targeting | (PDF) |
| 10 | Product Concept Development | (PDF) |
| 11 | Focus vs Diversification | |
| 12 | Positioning Tools | (PDF) |