This project-based course combines elements of feasibility analysis and marketing strategy. The course examines whether a product or service is viable on the market and, if it is, alternate approaches to bring the product or service to market. Key topics include analysis of market and industry attractiveness (note, these are two separate levels of analysis), target segment benefits and attractiveness, sustainable competitive advantage and positioning, the ability of the firm to develop and execute strategy, causation and effectuation, and lean start-up approaches.

10:00am-11:30am on Monday, Wednesday (Jan 29, 2018 to May 18, 2018)
McGowan MG99