Middlebury Institute of International Studies at Monterey

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MBAG8613A-S17

GO to Market

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.
Course Reference Number (CRN):
21157
Subject Code:
MBAG
Course Number:
8613
Section Identifier:
A

Course

MBAG 8613

All Sections in Spring 2017 - MIIS

Spring 2017 - MIIS

MBAG8613A-S17 Lecture (Hout)