Course Topics
List of topics covered:
• Marketing for Entrepreneurs
An introduction to marketing as a strategic tool for new ventures. This topic explores how entrepreneurial marketing differs from traditional approaches, emphasizing agility, resourcefulness, and value co-creation.
What defines marketing when there are few resources but big ambitions? How can entrepreneurs turn constraints into advantages?
• Marketing Approach to Product Development
Students learn how marketing insights guide product innovation—from idea generation to market launch. Emphasis is placed on customer feedback loops and iterative development.
Can customer insight shape better products than expert intuition alone? What does it take to translate real customer needs into compelling, market-ready solutions?
• Market Analysis
Equips students with tools to understand market size, trends, competition, and unmet needs. The focus is on opportunity recognition and validation in dynamic environments.
How can one identify the right market—not just a market?
• Developing Forecasts
This module introduces techniques for estimating future demand and performance under uncertainty, with a focus on lean and data-informed forecasting.
What’s the balance between visionary thinking and disciplined estimation?
• Customer Analysis
Explores the motivations, behaviors, and decision processes of customers. Students will learn how to segment audiences based on meaningful psychological and behavioral factors.
Do you truly know your customers—or are you just guessing their needs?
• Market Segmentation
Introduces the logic and techniques of dividing markets into actionable segments, enabling effective targeting and positioning strategies.
How do you find the customers who don’t just like your product—but love it?
• Market Positioning
Focuses on crafting a distinctive market position and communicating it clearly. Topics include competition analysis and mapping, as well as strategy and strategic management.
Why do some brands stay top-of-mind, while others vanish without a trace?
• Product Life Cycle
Teaches the different stages of product maturity and how marketing strategies should evolve accordingly, from introduction to decline.
When should a product fight to grow, adapt to survive, or gracefully exit?
• Customer Lifetime Value (CLV)
Students calculate and interpret CLV to guide decisions in customer acquisition and retention. Emphasis is placed on long-term strategic thinking.
How much should you invest in a customer today to win their loyalty tomorrow?
• Pricing Strategy
Explores the interplay of value perception, cost structures, and competitive context. Pricing is addressed as both an art and a science.
Can pricing signal not only worth, but meaning?
• Distribution Channels
Examines routes to market, including direct and indirect, digital and physical channels. Topics include channel conflict and value delivery.
How do you meet your customers where they are, without losing sight of where you’re going?
• Advertising, Promotion and Sales
Students explore the full marketing communications mix, including traditional, digital, and guerrilla tactics. Emphasis is placed on persuasive messaging and integrated campaigns.
What turns a message into a movement—and a pitch into a purchase?
• Customer Relationship Management (CRM)
Focuses on tools and strategies for managing customer data, nurturing loyalty, and personalizing engagement.
Is a loyal customer bought—or earned?
Teaching format
• Frontal lectures
• Exercises with group discussions
• Team-based project work with intermediate presentations and a marketing plan as final deliverable