From Lab to Market: Learning Entrepreneurial Marketing through Multi-Semester, Stage-Gate, Capstone Project in STEM MBA

Autor/inn/en	Marin, Alejandra; Parvatiyar, Atul; Mitchell, Ronald K.; Villegas, Dino
Titel	From Lab to Market: Learning Entrepreneurial Marketing through Multi-Semester, Stage-Gate, Capstone Project in STEM MBA
Quelle	In: Journal of Marketing Education, 45 (2023) 3, S.226-246 (21 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Parvatiyar, Atul)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/02734753231185415
Schlagwörter	Entrepreneurship; Marketing; Business Administration Education; Capstone Experiences; STEM Education; Masters Programs; Salesmanship; Problem Solving; Expertise; Commercialization; Skill Development; Curriculum + Suchen Sie Ihr Suchwort? Unternehmungsgeist; STEM; Magister course; Magisterstudiengang; Problemlösen; Expert appraisal; Kompetenzentwicklung; Qualifikationsentwicklung; Curricula; Lehrplan; Rahmenplan
Abstract	Entrepreneurs build successful businesses by taking innovative ideas from research labs to market. This article describes a pedagogical approach and its outcomes in utilizing a multi-stage, multi-course, and multi-semester capstone integrative project to teach entrepreneurial marketing (EM) of early-stage technologies. Herein we explain concepts and practices that enable the learning needed within STEM (Science, Technology, Engineering, Mathematics) MBA programs to commercialize and market products and services arising from new technologies. The pedagogy follows a four-course sequence that applies strategic frameworks and tools to develop opportunity space for a patented idea, develop the idea into product options, undertake customer discovery, build marketing and sales strategies, and translate opportunities into venture planning. These lab-to-market outcomes are accomplished by applying deliberate practice-based action learning methods to build students' knowledge bases and problem-solving process skills that increase their entrepreneurial expertise. Through learner engagement in a sequence of innovative, data-driven, analytical processes that focus on identifying, validating, and strategizing around scalable new ideas, this pedagogy enables students to learn EM skills that can be applied to different industries and companies at various stages of development but with an emphasis on early-stage technologies. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01