STEM industries (companies focused on science, technology, engineering, and mathematics) are the largest drivers of growth in modern economies. One study estimated that two out of three US jobs and 70% of US GDP can be attributed to science, engineering and math activities. Not sur-prisingly, careers in STEM industries are among the most alluring opportunities for the aspiring leaders and managers attending today’s business schools. Jobs at companies such as Google, Amgen, Space X, Tesla and Apple are at the top of student wish lists.

Yet marketing practices within STEM industries can be quite different from those found in more conventional product and service categories. The complexity of the value proposition, the diffuse and intricate nature of their market structure, along with the rapid pace of change that is endemic within these industries pose unique marketing challenges.

This course prepares students to navigate the demanding but rewarding marketing terrain of STEM industries. It begins with a review of the foundational concepts and marketing issues that STEM managers must address and then it explores the practical ways these concepts manifest in each of the four industry verticals. Students discuss and debate core concepts through a carefully curated selection of real-world cases.