MGT121A - Innovation to Market A

Course Description

Prerequisites: Upper Division Standing

Utilizing lectures, readings, case studies, guest speakers and team projects, students will learn how to screen good ideas for good opportunities by examining market needs, the competitive environment, a go-to-market strategy and the management team. Students, working from team derived product/service ideas, will learn how to research potential markets, customers, partners and competitors.

Critical considerations such as pricing versus attributes, alternative distribution channels, and how to gain unfair advantage will also be covered. Finally, they will also learn how to communicate, both orally and in written form, their ideas and their market research in an executive summary.