Course subject: Bus, Entrepreneurship & Tech (BET)

Market-based management practices and the key relationships that enable businesses to attract, satisfy and retain customers, and grow their profits are examined. The contribution of marketing strategy to the creation of value for both customers and shareholders is emphasized. Particular attention is paid to the unique contexts of marketing knowledge-intensive products and services, new and rapidly growing markets and business markets. Familiarity is developed with the marketing activities typical for each of the seed/concept, product development and market execution stages of a new venture.

The creation of new ventures is a defining attribute of entrepreneurs. While the specific focus will be on creating new independent ventures, the theory and principles discussed in this course can be applied to creating new ventures within existing corporation and to new social ventures. The MBET program is an experiential program that combines knowing and doing. BET 604 provides the framework for doing. It affords the opportunity to apply what is learned in other BET courses to a new venture of each student's choosing.

Management of technological innovation requires an understanding of the interaction of technology with all aspects of the organization to build and maintain a sustainable competitive advantage. The focus of this course is the creation of new products and services from concept through to launch. Evaluating new technologies, product development and deployment strategies are key topics.

Introduces students to the concept of social entrepreneurship from a multidisciplinary perspective. Participants are challenged to rethink the historical focus on the single bottom line by showcasing emerging trends in how to make money and social impact as mutually reinforcing concepts. The course provides access to the latest thinking on social enterprises; emerging legal structures and new approaches to financing social purpose work.