Complementary Studies elective
Introduces the basic concepts, frameworks and methodologies useful to managers in crafting and executing entrepreneurial business strategies in technology-based companies. In the first part of the course, students gain an understanding of the external, internal, and dynamic environments of a business and the elements of a superior competitive position. In the second part, we focus on designing and delivering customer value, which involves strategic decisions about segmentation, targeting and positioning, and tactical decisions related to product introductions, marketing communications, distribution channels and pricing. In the third part of the course, we build on these fundamentals and examine challenges related to innovation and industry dynamics, such as industry life cycles, disruptive technologies, product renewal, and the relationship between R&D and commercialization.