Entrepreneurial Marketing OpenCourseWare: MIT's Free Graduate Level Course on Entrepreneurial Marketing

Published Jan 14, 2009

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New business owners and recent entrants into entrepreneurial ventures have two fundamental marketing concerns: determining a market for the product and stretching marketing dollars. Both questions are plumbed in the free OpenCourseWare 'Entrepreneurial Marketing' from The Sloan School of Management's master-level management program.

Entrepreneurial Marketing: Course Specifics

Degree Level Free Audio Video Downloads
Graduate Yes No No Yes

Lectures/Notes Study Materials Tests/Quizzes
Yes Yes No

Entrepreneurial Marketing: Course Description

'Entrepreneurial Marketing' covers the basics of market research and the importance of comprehensive market research for a new business venture. This MBA-level lecture course from the Massachusetts Institute of Technology places special emphasis on how new ventures with tight budgets can use rigorous market analysis to maximize marketing capital. Students learn how to collect and analyze marketing data and pair the market research with generalizations about customers to focus their business ventures. Readings and lecture notes from MIT professor Jin Gyo Kim cover methods for identifying and developing markets, as well as components of marketing strategy, including pricing, communications and customer retention. Common mistakes new businesses make in advertising and brand building are also covered. While readings present some concrete examples, the tactics and methods are presented to be widely adaptable to a variety of business structures. The included Blogit software tool used in some assignments is compatible with Windows operating systems only. This OpenCourseWare is also available in a simplified Chinese translation.

This lecture course includes a reading list, assignment guidelines, examples of completed assignments, study questions and presentation slides for lectures. If you would like to take this free OpenCourseWare, go to the business market research course page.

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