MKTG 5340 - New Venture Marketing

3 credit hours
Formerly - MKTG 561

The special marketing challenges faced by start-up firms require focus, planning, and creativity in place of the money, experience, and people that are the strengths of established companies. The course assumes that a venture has identified an idea or a business; it will not specifically address idea generation and evaluation. The course will deal with marketing research, however, for marketing planning and growth. Includes segmentation and positioning, competitive strategy, the 4 Ps (product, pricing, distribution and promotion with special emphasis on Internet and direct marketing), and marketing planning.

Prerequisite Course: MBA 5080 or both MBA 5210 and MBA 5220; or other evidence as determined by the marketing department chair