AEM 3249 - Entrepreneurial Marketing and Strategy

Fall. 3 credits. Student option grading.

Enrollment preference given to: Dyson majors.

D. Streeter.

The course is focused on the tools and frameworks that assist a startup entrepreneur in exploring the feasibility of a new idea. After establishing an understanding of the funding process for new ventures, students will learn about and practice market research techniques involving both formal (survey, focus group) and informal (expert interviews, social media) ways to understand the adoption behavior and urgent needs/wants of prospective customers. In addition, participants will learn how to take findings from market research to formulate business models and strategies. In the final seven weeks of the course, students will participate in teams using a computer platform that simulates running a startup in a team setting.

Outcome 1: After establishing an understanding of the funding process for new ventures, students will learn about and practice market research techniques involving both formal (survey, focus group) and informal (expert interviews, social media) ways to understand the adoption behavior and urgent needs/wants of prospective customers.

Outcome 2: Learn how to take findings from market research to formulate business models and strategies.

Outcome 3: Participate in teams using a computer platform that simulates running a startup in a team setting.