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Marketing in New Ventures

Time: Tuesday, Thursday 9:00 - 10:15
Location: BBC 220
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According to the catalog, this course examines and explores the roles of marketing organizations and marketers in new ventures. The course focuses on learning a conceptual framework for understanding how customers behave when they encounter new ventures. Appropriate marketing activities are discussed within the economic constraint imposed on new ventures. Marketing problems and methodologies for making marketing related decisions are examined and analyzed. Several case studies will be examined to enhance understanding of how marketing problems are addressed. Students will be required to develop / produce a formal marketing plan and present it to their peers. We will augment each lecture by reading current articles from the Financial Times, The Economist, on-line and other sources.