This course, taught by Prof. Ran Kivetz, provides a systematic and practical framework for the development of new high-technology ventures, with a particular focus on strategy and marketing. The course relies on a combination of case analyses, hands-on real-world tasks, and in-class discussions and demonstrations of useful conceptual frameworks. The course also uses live" case analyses with leading industry guests (e.g., Ben Horowitz, Cofounder & General Partner, Andreessen Horowitz; Dr. Howard Morgan, Partner, First Round Capital; Gary Singer, Partner & Chief Marketing Officer, AT Kearney; Richard Smullen, Founder & CEO, Pypestream). Topics that are covered include identifying and evaluating opportunities in the evolving environment (new venture ideation), developing go-to-market strategies and overcoming adoption obstacles, developing a business plan (including key marketing mix elements like pricing, versioning, promotion, product line development), and creating an effective presentation to raise capital. Teams of 4-5 students each will work intensively to identify, develop, and pitch a new high-technology venture. The ultimate objective is for the students to launch their own new venture. In the final class session, students present their new venture to a panel of senior venture capitalists and angel investors. style="margin:0in;margin-bottom:.0001pt">This course has won the Columbia Business School Deans Award for Innovation in the Curriculum and was taught by Professor Kivetz at CBS (in the MBA and EMBA programs, and as a Master Class), during the years 2000 through 2009; the average annual student evaluation rating was 4.6 on 5-point scale. "
Division: Marketing

Spring 2024


B7677 - 100

Spring 2023


B7677 - 100