AEM 3249 - Entrepreneurial Marketing and Strategy

Fall. 3 credits. Student option grading.

Enrollment preference given to: Dyson students.

N. Nickitas, B. Treat.

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 (in person interviews) 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.

Outcome 1: After doing the project, students will be able to use formal (in person interviews) and informal (expert conversations, social media) methods to understand the adoption behavior and urgent needs/wants of prospective customers.

Outcome 2: After completing the course project, students will be able to take findings from market research to formulate business models and strategies.

Outcome 3: At the end of the project, students will be able to use the Lean Startup principles to analyze a new opportunity by identifying the problem/solution fit and the product/market fit.

Outcome 4: At the end of the course, students will be able to create an effective written and oral investor pitch for a new business opportunity.