This course focuses on how to develop an integrated marketing plan for a new company. The class will teach techniques and skills for developing a marketing strategy for a startup, including prioritizing market segments, positioning and messaging approaches, sales model and capacity planning for marketing, and developing an integrated marketing model to help scale the new endeavor. Startups are unique, requiring an agile marketing approach, the ability to scale quickly, and the requirement to build a new category or quickly enter an existing one. Classes will incorporate a combination of lectures, projects, guest speakers, and the development of a marketing plan for a new or early stage startup.
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