This course will focus on the specific commercial activities required to launch new ventures into industrial markets. Students will gain an understanding of how to size-up industrial markets, apply lean principles to the new customer development process, align early-stage demand generation activities with industrial buyer behavior, and implement best practices to acquire, retain and grow their first industrial customers. This course will make extensive use of cases both historical and ideally from the Living Case Initiative.
Prerequisite - COMM 305 or COMM 201 or permission of the instructor.
This course will also complement COMM 405.
This course is restricted to students enrolled in the 3rd or 4th year of their program.