Fall09_BUS131D_Syllabus

Fall09_BUS131D_Syllabus - San Jos State University College...

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Marketing in New Ventures BUS2 131D Fall 2009 Page 1 of 12 San José State University College of Business Department of Marketing BUS2 131D Marketing in New Ventures Fall 2009 Instructor: Dr. Michael Merz Office Location: BT 762 Telephone: (408) 924-3536 Email: Michael.Merz@sjsu.edu Office Hours: MW 10:15am-12:00noon Class Days/Time: MW 9:00am-10:15am Classroom: BBC224 Prerequisites: BUS2 130 Required Texts/Readings Textbook Marketing in New Ventures (2009), compiled by Dr. Michael Merz, Pearson Custom Business Resources, (ISBN: 0558407102, available in the bookstore ). Other Readings Additional readings will be assigned and are either available online (when link is provided) or in the MLK Library (BUS2 131D Reader, available at the circulation desk; BUS2 131D Course Reserve). Suggested Readings Business periodicals—e.g., Entrepreneur, Inc., Business Week, Forbes, Financial Times, Wall Street Journal Optional Lecture Overheads
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Marketing in New Ventures BUS2 131D Fall 2009 Page 2 of 12 Course Materials All course materials (e.g., lecture overheads, syllabus, assignments) will be made available to all students on Backboard ( http://sjsu6.blackboard.com/ ). You can log in with your SJSU username and associated password. You are responsible for regularly checking with the messaging system through Blackboard. You can obtain assistance with Blackboard through the Help Desk at (408) 924-2377 or email at helpdesk@sjsu.edu . Course Description Even with the very best technology, 9 out of 10 new products fail. More often than not, the reason for the failure of a new venture isn’t technology – it’s marketing. Marketing plays a crucial role not only in developing, producing, and selling products or services but also in guiding recruiting efforts and raising capital. And yet, far too few new ventures utilize or are begun without careful marketing—which can prove to be a costly and often fatal mistake. This course is designed to build on the learning and skills students have already gained in introductory marketing classes. Specifically, it will challenge the students to adapt those skills and insights to the specific challenges of the entrepreneurial situation (e.g., liability of newness, low financial resources, demand for creativity and novelty, uncertainty and ambiguity). Thus, students will explore the role of marketing throughout the start-up process as well as in the new venture. This course is divided into five modules. The first module provides a general foundation of marketing in new ventures. It discusses how market economies have evolved over time toward an experience economy and the role of creativity in new venture marketing. The second module deals with generating insights. Different approaches to idea development, need identification, and data gathering are discussed. The third module focuses on developing elements of a marketing plan for the product/service/process idea generated in the previous module. The fourth module emphasizes different aspects of new venture
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Fall09_BUS131D_Syllabus - San Jos State University College...

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