Startups as well as established firms innovate to develop new products. Success in the marketplace depends not just on developing great products, but also developing a comprehensive strategy to take it to the marketplace. This involves identifying the right target market, developing a monetization plan, a communication and promotion plan, as well as a channel strategy. This course will aim to develop a thorough understanding of how firms can develop a go-to-market strategy for their new products. Through a mix of lectures, case studies, exercises and guest sessions, students will learn how to develop a go-to-market strategy, identify key metrics for success and how to evaluate the performance of their strategy.
3 units · GSB Letter Graded
Startups as well as established firms innovate to develop new products. Success in the marketplace depends not just on developing great products, but also developing a comprehensive strategy to take it to the marketplace. This involves identifying the right target market, developing a monetization plan, a communication and promotion plan, as well as a channel strategy. This course will aim to develop a thorough understanding of how firms can develop a go-to-market strategy for their new products. Through a mix of lectures, case studies, exercises and guest sessions, students will learn how to develop a go-to-market strategy, identify key metrics for success and how to evaluate the performance of their strategy.
Offered in Autumn 2025 at Stanford University.