TECH 5111

Don't Sell Sand in the Desert

Course Description

Course information provided by the 2026-2027 Catalog.

This course will take you through a deep dive into identifying effective go-to-market strategies: how to pick the one(s) to test, how to implement, how to assess success, and how to pivot as necessary. The GTM strategy is the gateway to the future of your company's marketing and sales efforts and a misstep here can cost you time, money, or your business. We will pressure test every element and find the flaws now, not when you are already in the market. This course will include case studies, current real-world examples, lots of in-class teamwork and exercises, and guest lecturers with practical experience. We will work on your projects so that you can make real progress in this critical area.

Prerequisites TECH 5900.

Enrollment Information Enrollment limited to: non-first year Jacobs Cornell Tech Master's students.

Last 4 Terms Offered 2026SP, 2025SP

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