MKTG532

036994

The business and social world is increasingly networked and global in nature and that has significantly enhanced both the opportunities and problems related to successfully bringing innovative products and ideas to market and sustaining their success in the face of global competition. In this course, we will primarily focus on designing and implementing a strategic framework that addresses these challenges faced by entrepreneurs and established companies, in both the Business-to-Business and Business-to-Consumer domains, when they take their innovations to market. This framework would be equally applicable to high-technology start-up ventures and university-based scientific laboratories and research centers that conceive and develop a significant proportion of advances and innovations in a wide variety of disciplines like medical and health sciences, high-technology engineering, and applied sciences. Students will develop skills and gain experience in formulating, implementing and monitoring effective marketing strategies in this domain. This experience will be of value to students and executives interested in careers in consulting, technology management, entrepreneurship, business strategy and technology-transfer arrangements.

GRD - Regular Grades A, B, C, D, E

Graduate

MKTG 500 or MKTG 510 but not both.