MKT6380 - Market Entry Strategies

MKT 6380 (ENTP 6380) Market Entry Strategies (3 semester credit hours) This course addresses the marketing challenges facing the entrepreneurial and innovative firm, with specific emphasis on the choice and implementation of an initial market entry strategy. This choice typically involves multiple decisions, each based on critical assumptions about customers, markets, and competitors. Early validation of these key assumptions is an essential element of the strategic decision process. Students will learn multiple strategies, tools, and examples to help identify a product's value, customer validation, and determine a successful approach to entering a market from both a corporate innovation and startup perspective. Students may be connected with startup companies to apply the course material in a project. Topics include understanding the context and the customer, developing and validating the business concept, defining the product/service offering and customer value proposition, positioning, creating awareness, and developing and implementing the market entry strategy. Credit cannot be received for both courses, ENTP 6380 and MKT 6380. Prerequisite or Corequisite: ENTP 6370 or MKT 6301. (3-0) Y