Marketing, Entrepreneurship, and Innovation Management Zewail City of Science and Technology

Overview

The Marketing, Entrepreneurship, and Innovation Management Program from Zewail City of Science and Technology focuses on allowing goals to organically develop, along with tactics like experiential marketing and bootstrapping. Focusing on innovation and entrepreneurship will provide undergraduate students an opportunity to explore new organizational types – profit and non-profit, startups, as well as new and unique solutions to problems and develop necessary skill sets to become an effective entrepreneur as well as an innovative thinker. Students examine current situations and offer innovative solutions by employing creativity, innovation, and an entrepreneurial focus.

Program Educational Objectives 

Within four years of graduation, the MEIM Program graduates should be able to:

• Understand the significance and contribution of marketing to the business enterprise.

• Define primary and secondary sources of information; give examples of methods used to collect primary data; give examples of sources for secondary data; and compare and contrast the advantages and disadvantages of both types of data.

• Describe major bases for segmenting consumer and business markets; define and be able to apply the three steps of target marketing: market segmentation, target marketing and market positioning; understand how different situations in the competitive environment will affect choices in target marketing.

• Describe the major types of consumer buying behavior, the stages in the buyer decision process and completely outline the components of the marketing mix; identify how the firms marketing strategy and marketing mix must evolve and adapt to match consumer behavior and perceptions of the product (e.g., classification of products and services, brand image, price and value), the stage in the product life cycle and the competitive environment; summarize the importance of measuring and managing return on marketing.

• List and describe the steps in the new-product development (NPD) process; describe how the NPD process meshes with the adoption and diffusion process for those products.

• Apply best practices in the development and use of information systems to solve real-world problems, enable organizations to meet the opportunities and challenges of a digital economy, and improve the lives of people, communities, and societies.

• Actively contribute to the profession through service, life-long learning, and support of diversity and inclusion in their organizations.