Hi All.
I am teaching a new MBA course called go-to-market strategy, starting at the end of January. It is a combination of entrepreneurship and marketing strategy. It is a project-based course with real clients that runs over 15 weeks. I am currently in the design phase and would like to share my thinking and solicit suggestions
· The first seven weeks will be a feasibility analysis of a number of projects. I am not sure how many as I won't get a better read of enrolment until mid-January. My thinking is to have groups of about three students per project. Right now I am thinking of using John Mullins Book, The New Business Road-Test (Fourth Edition): What Entrepreneur and Executives Should Do Before Launching a Lean Start-up. I will probably use some of the opportunity assessment material from Timmons and Spinelli, as well as material from the Web on the Lean Start-up method. I welcome ideas for other suggestions
· Using criteria we will develop in class, we will assess the viability of the opportunity, the team and needed resource. I think I have a handle on this part but still want the students to be active participants in developing the criteria and conducting the assessment. We will select one or two of the projects for the next stage. Teams of about three students each will work on developing the strategies.
· The last seven weeks will involve developing a go-to-market strategy. Will probably use material from Mullins and Walker; Aaker; Ferrell and Hartline; and Roger Best. Will also probably use HBR or similar articles but haven't picked them out yet. Ditto for an HBR case or two. I would like to introduce the students to effectuation so will probably have them read the main Sarasvathy article.
I would appreciate comments on the approach, suggestions for improvement, and articles/cases, web-sites, etc. I will be happy to report back and share a syllabus after I put it all together.
Thanks,
Fredric
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Fredric Kropp, PhD
Professor of Entrepreneurship, Creativity and Innovation
Monterey Institute of International Studies
460 Pierce Street
Monterey, CA 93940
831-647-6684
fkropp@miis.edu http://www.miis.edu/academics/faculty/fkropp
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