ENTR400 - Commercialization of Entrepreneurial Products & Services

Description:
This course examines the techniques for the commercialization of the products or services offered by the entrepreneur. Students will be taught how to measure the realistic demand for their product or service. Primary and secondary marketing, including research, will be emphasized and addressed. Students will learn how creativity transitions to innovation. Value propositioning, branding, and pricing will be significant topics of discussion. In bringing products to market, students will be taught how to make use of cost-effective, cutting edge tools such as social media.

Outcomes:

• Develop an effective “go-to-market” strategy for an entrepreneurship venture
• Conduct target customer analysis
• Analyze product and service demand positions
• Evaluate market risk management positions and pricing strategies

Required Text(s):

Marriotti, S. & Glackin, C. (2015). Entrepreneurship and small business management (2nd ed.). NewYork, NY: Pearson. ISBN: 9780133767186

Wood, M.B. (2014). Marketing plan handbook (5th ed.). New York, NY: Pearson.ISBN: 9780133078350