Customer-centric Marketing in New Ventures 7.5 credits

Customer-centric marketing is a requirement in the current marketplace, especially for start-ups and small firms that do not have many resources. The course combines entrepreneurial and marketing logics to offer students content anchored in the idea of creating a value proposition that matches the selected customer segment. The course provides students the opportunity to further develop their entrepreneurial mindsets through reflective experimentation. Focus is put on practical activities related to developing new venture ideas towards implementation and marketing related activities. The course will challenge students to critically reflect about entrepreneurial and marketing activities, such as the nexus of value proposition and customer segment, understanding consumers and novel marketing tools and techniques suitable for start-ups and small firms. This course will also encourage the students to reflect on ethical and sustainability considerations related to use of customer-centric marketing in new ventures. **Connection to Research and Practice** The core focus of the course is on marketing and entrepreneurial approaches to new venture creation, aligned in JIBS core missions, the students will gain understanding of both the foundational and frontier knowledge in customer-centric approaches to new venture creation from faculty who are at the research frontier of both marketing and entrepreneurship. The student’s employ this knowledge in the venture creation project where they tie in the knowledge, they have learnt on the basics of marketing and entrepreneurship to bring together their ideas into an actionable new venture, they then pitch at the venture creation day.