Interdisciplinary Arts 0277 - Entrepreneurial Market Strategies in Innovation

Many think entrepreneurship means launching a new venture from scratch. But there are effective alternative approaches for introducing product or service innovations in growing markets and communities. This course explores different market strategies for introducing innovations based on identifying the high-potential customers and then developing promotional messages that attract customers. Students also develop effective, real world business models - for either businesses or for not-for-profit ventures. These are based on market research with potential customers or clients. You will learn how to start, conduct and analyze actual conversations with potential customers representing the markets and communities to be served. Students also learn how to assess the strengths and weaknesses of competitors plus overall trends in markets and communities. The goal is a successful, sustainable business model for their innovative product or service idea. (key words: entrepreneurship, marketing)

Environments and Change This course includes both in-person and remote elements, but can accommodate fully remote students. Students in this course can expect to spend 6 to 8 hours weekly on work and preparation outside of class time.