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主题总论
单元一：营销与创业精神
单元二：辨别市场机会
单元三：市场发展
单元四：创业沟通策略
单元五：创业订价策略
单元六：创业配销策略
单元七：建立消费者关系
教学形式
讲课、阅读作业、个案讨论、课堂讨论、和特邀演讲者。
将会有许多有关计量方法的讲课以补足质性方法讨论。
有必要的话，在这些讨论课程中将另外提供特殊的辅助软件给学生。
背景文选
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McGrath, R. G., 和 MacMillan, 〈探索式的规划〉(Discovery-Driven Planning) 《哈佛商业评论》(Harvard BusinessReview), July-August, 1995 (再版 No. 95406).
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Rich, S. R., and D. E. Gumpert, 〈如何撰写赢得人心的商业计划〉(How to Write a Winning Business Plan) 《哈佛商业评论》(Harvard BusinessReview), May-June, 1985 (再版 No. 85314).
建议文选
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Morgan, H. L., A. Kallianpur, 和 L. M. Lodish, 〈创业营销〉(Entrepreneurial Marketing) 《Wharton的先驱MBA课程所学到的教训》(Lessons from Wharton's Pioneering MBA Course), John Wiley & Sons, 2001.
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Aaker, D. A., 《策略营销管理》(Strategic Market Management), John Wiley & Sons, 1998.
评分标准
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书面报告(30%).
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详尽的营销计划(40%)：学生为他们所选择的某一个创业型组织准备一个营销计划，可以把新创公司纳入考量。
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课堂讨论 (30%).
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Topic Overview
Module 1: Marketing and Entrepreneurship
Module 2: Identifying Market Opportunities
Module 3: Market Development
Module 4: Entrepreneurial Communication Strategy
Module 5: Entrepreneurial Pricing Strategy
Module 6: Entrepreneurial Distribution Strategy
Module 7: Building Customer Relationships
Format
Lectures, reading assignments, cases, class discussions, and invited speakers.
There will be several lectures on quantitative methods to supplement qualitative discussions.
Where necessary, specialized software to aid in such discussions will be distributed to students.
Background Readings
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McGrath, R. G., and MacMillan, “Discovery-Driven Planning," Harvard BusinessReview, July-August, 1995 (Reprint No. 95406).
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Rich, S. R., and D. E. Gumpert, “How to Write a Winning Business Plan," Harvard Business Review, May-June, 1985 (Reprint No. 85314).
Optional Suggested Readings
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Morgan, H. L., A. Kallianpur, and L. M. Lodish, "Entrepreneurial Marketing," Lessons from Wharton's Pioneering MBA Course, John Wiley & Sons, 2001.
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Aaker, D. A., Strategic Market Management, John Wiley & Sons, 1998.
Grading
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Written Assignments (30%).
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Comprehensive Marketing Plan (40%): Students will prepare a marketing plan for an entrepreneurial organization of their choice, possibly for a new venture they are considering.
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Contribution to Class Discussions (30%).
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