Middlebury Institute of International Studies at Monterey

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MBAG 8613

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.
Subject:
International Management
Department:
International Management
Division:
Intl Policy & Management
Requirements Fulfilled:

Sections in Spring 2018 - MIIS, MIIS Winter/J Term only

Spring 2018 - MIIS

MBAG8613A-S18 Lecture (Hout)