This course provides a systematic and practical framework for the development of new high-technology ventures, with a particular focus on strategy and marketing. The course uses a combination of “live” case analyses with leading industry guests, hands-on real-world tasks, and in-class discussions and demonstrations of useful conceptual frameworks. Topics that are covered include identifying and evaluating opportunities in the evolving environment (new venture ideation), developing go-to-market strategies and overcoming adoption obstacles, developing a business plan (including key marketing mix elements like pricing, versioning, promotion, distribution), and creating an effective presentation to raise capital. Teams of 3-5 students each will work intensively to identify, develop, and pitch a new high-technology venture. The ultimate objective is for the students to launch their own new venture. In the final class session, students present their new venture to a panel of leading venture capitalists.
- 36 student limit
- 2ND year MBA and 3rd term and above EMBA students
- Teams (3-5 students) will be formed in the class for the new venture project
- Attendance of first class is mandatory
- Permission of professor required to bid on this Master Class – apply via email to firstname.lastname@example.org with the following (must be received by 12pm (noon) on Friday, October 31, 2008)
- A one page description of your proposed new venture
- Indicate program (MBA or EMBA)
Philip H. Geier Jr., Professor of Marketing
Professor Ran Kivetz is a tenured professor at Columbia University Business School, where he holds the Philip H. Geier endowed chair. Professor Kivetz is a leading expert in the areas of behavioral economics, decision-making, marketing, customer behavior, incentives, and innovation. His experience in these fields includes over twenty years of research, management, consulting, and teaching. His latest research explores political science...