This course, taught by Prof. Ran Kivetz, provides a systematic and practical framework for the development of new high-technology ventures, with a particular focus on strategy and marketing. The course relies on a combination of case analyses, hands-on real-world tasks, and in-class discussions and demonstrations of useful conceptual frameworks. The course also uses “live” case analyses with leading industry guests (e.g., Ben Horowitz, Cofounder & General Partner, Andreessen Horowitz; Dr. Howard Morgan, Partner, First Round Capital; Gary Singer, Partner & Chief Marketing Officer, AT Kearney; Richard Smullen, Founder & CEO, Pypestream).
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, product line development), and creating an effective presentation to raise capital. Teams of 4-5 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 senior venture capitalists and angel investors.
This course has won the Columbia Business School Dean’s Award for Innovation in the Curriculum and was taught by Professor Kivetz at CBS (in the MBA and EMBA programs, and as a Master Class), during the years 2000 through 2009; the average annual student evaluation rating was 4.6 on 5-point scale.
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...