Jul 06, 2022  
2021-2022 Cal State East Bay Catalog 
    
2021-2022 Cal State East Bay Catalog [ARCHIVED CATALOG]

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MKTG 632 - Seminar: New Venture Marketing


Units: 3
Critical marketing activities in new ventures. Focus on identifying potential customers, researching their needs, developing marketing strategy, designing a marketing communication process, and delivering the products/services in new ventures.

Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:
  1. Explain marketing frameworks and conceptual tools to explore new venture opportunities.
  2. Analyze problems to develop the optimal marketing strategy for products and services in new ventures.
  3. Examine marketing themes such as experimenting in the new venture with a focus on digital marketing and customer management.
  4. Apply strategies and methods used by early-stage companies to acquire customers and retain them with a focus on customer acquisition cost and lifetime value analysis.




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