XMG1061W Market Research & Testing Validation (yr2017-2018)
During this course, we will focus on the necessary marketing research skills that will lead to the execution of marketing research projects or the use of marketing research information within small businesses. The techniques of research design, data collection, and data analysis will be discussed; as these concepts are important aspects of the work of an entrepreneur. We will discuss fundamental marketing research methods for the entrepreneur who is the ultimate user of the research; and, the one responsible for determining the scope and direction of research activities, recruiting the appropriate members for your board. We will consider how busy entrepreneurs can achieve maximum results through the use of effective time management tools. We’ll also learn how to begin testing financial viability through sales and cost forecasting.
Key Habits of Entrepreneurs, Ideas to Business and Business Formation
The Why? Of Business & The Blue Ocean Strategy
The team of instructors consists of experienced entrepreneurs and business leaders who have succeeded and failed at entrepreneurial endeavors.
Dina is a successful entrepreneur, mentor and expert instructor. She joined the Institute of Entrepreneurial Leadership as Assistant Director in October 2011. Since joining the IEL Team, she has performed as a lead expert instructor for many entrepreneurship classes and serves as a lead mentor for about 25 companies annually. Her depth of expertise around courseware development and facilitation, learning and organizational development and sales and marketing have been key in leading thoughtful discussions with the participating student entrepreneurs. Dina currently holds the role of Associate Director and runs the operational aspects of the program along with her teaching and mentoring responsibilities. She is the IEL representative in the National Business Incubator Association where she is working toward the Incubator Manager Certification. She is a certified Train-the-trainer and also holds a coaching certification through WKI of Canada.
Ben Olmos, Ben is a business professional, academic, and entrepreneur with more than 20-years of experience in the consumer packaged goods industry. Though originally from California, Ben’s professional career started in Atlanta, GA at Coca-Cola’s global headquarters. While at Caca-Cola Ben worked in sales and marketing operations where he managed or led national projects for more than 200 of Coca-Cola’s top national and regional customers in a variety of consumer channels such as grocery stores, specialty retail, restaurants, colleges, convenience stores, theme parks, movie theatres, sports stadiums, cruise lines, and airlines. In his role as Sr. Manager, Ben was responsible for coordinating three departments as well as several cross-functional teams focused on the implementation of product and equipment as well as $500 mm in trade marketing funds. Utilizing his knowledge of supply chain operations and his Black Belt in Six Sigma worked to improve costs, speed, and efficiency across the organization. In In 2014 Ben relocated back to California to accept a job working in the wine industry where he provides analysis and insights for sales, marketing, and operations to executive leadership.
Sangita Patel, MBA Drawing on a 15 year career in corporate finance, Sangita has spent the last 8 years working with starts up in a variety of different industries from diamond wholesale to electronics manufacturing. She loves being able to bring her experience to the classroom and help aspiring entrepreneurs develop and grow their ventures. Sharing insight and "lessons learned" makes allows for a positive and challenging learning environment. She holds a BS in economics from the University of California at Berkeley and a MBA from San Jose State University.