UCB Libraries

EMEN 4800: Marketing for Engineers & High-Tech Ventures

This is the guide for EMEN 4800, Marketing for Engineers & High-Tech Ventures. This guide contains resources to help you get started on your research.

  • Getting
  • Books &
  • Business/
    Marketing Plans
  • Marketing &
    Industry Research
  • Ask Your
This guide can be used to find resources or to remember the research process, each tab can be used independently or as part of the whole process.

Useful Library Resources

  • How do I...?
    These guides provide quick tips on how to find books, cite resources, and much more.
  • Off-Campus Access
    The majority of resources mentioned on this guide are subscribed to and you can access them simply by using your username and password. If you have a database that has a VPN Image next to it you will need to download the VPN, which you can learn about at the page listed above.
  • Chinook, the library catalog
    While the majority of your research will be conducted in databases, you may want to check out the library catalog to see if there are any books, government reports or anything else that might be able to assist you in your papers.
Starting your Research

Think before you search! No matter which search tool you use (databases, Google, interviews), it always helps to have a search strategy. A little planning at the beginning of your research process will save time. Frame your search strategy in terms of the data pieces you will need.

As we work throughout the various resources, you will also want to think about some other questions, such as:

  • What types of information will you need in order to support your idea?
  • What might that information look like? Balance sheets? Supplier contacts? Competitor analysis? Demographic trends?
  • Who might keep track of that data? The Census Bureau? Trade groups or professional associations? Marketers? Distributors? Regulatory agencies?
  • Is the data likely to be freely available or hidden in a database or even released at all?
  • Is there more than one keyword that could describe the concept?
Some topics to consider are:

  • What problem are you attempting to solve?
  • Who are your customers? How do you plan to reach them?
  • What is the market for your product or service? It is growing, stable, or shrinking?
  • Who are your competitors? What sets you apart?
  • What will you need to make this business happen? Suppliers? Employees? Funding?
Looking for books and articles on your topic can be approached in a variety of ways. The categories below give you some tips on how to search for these materials.

Finding Books

The library has two ways of searching the libraries collections, Chinook Classic and Chinook Plus. These resources have advantages and disadvantages, but both will connect you with the libraries books, journals, government reports and much more.

Some tips on searching the catalog:
  1. Chinook Plus has facets that allow you to easily focus in on a particular type of materials, say ebooks.
  2. Chinook Classic has stronger field searching, which allows you to more quickly find a known item.
  3. This is not a full-text search, therefore if you aren't finding what you are looking for think of other ways of expressing your topic.
  4. Subject headings are your friend. If you can find a subject term on your topic you can narrow in on exactly the resource you are interested in. For example, check out this this subject term list on Polymerization.
Not finding what you are looking for? Check out Prospector or WorldCat for more materials on the state (Prospector) and international (WorldCat) level.

Finding Articles

The place to start when searching for articles is Find Articles & Databases. This resource lets you focus in quickly on the databases relevant to your topic.

Some possible areas of interest:
Some tips on article searching:
  1. To decide where to start think about your topic and who might be interested in it. For example, say you are studying a new green energy technology, that might be Environmental Engineering or Chemical Engineering, but if you want to know who might buy this new technology that might be Business, Marketing and Advertising.
  2. Look for subject or descriptor terms in your database. Just like in Chinook, if you can find the subject term for your topic then you will get back more relevant results!
  3. If there is not full-text of your article in the database do NOT despair, look for a "Find it at CU" icon or link and that will hopefully lead you to a copy of the article.

While your marketing or business plan is going to be unique, there are a number of sources that can help you create this plan.

Guides to Writing a Plan

SBA's How to Write a Business Plan
The Small Business Administration has developed a nice set of steps walking you through writing a plan, they even have free courses to check out.

Sample Plans

Business Plans Handbook CU
This handbook comes out annually with business plans that have actually been used. You can search for a plan on your area or use the facets on the right to find relevant materials.

The library has a variety of books that can help you develop your business plan; the titles below are just a few of the resources we have. To find more you can search the catalog for: business planning – handbooks, manuals, etc. or small business – planning – handbooks, manuals, etc.

Some of the research done in this area will be similar to resources discussed in books and articles, but there are a few resources and tips that we would like to highlight that might be useful as you conduct your research in this area.

Market Research

When researching your market you may need to tackle a number of questions. Who are my customers? Who are my competitors? What are the trends in this area? There unfortunately, is no single resource that can answer this question, but there are a few that will be good places to start.

Frost & Sullivan CU
Frost & Sulivan provides market research focusing on the healthcare, telecommunications, IT, transportation and engineering sectors.

Mintel CU
Mintel provides market research containing information on consumer trends, demographic profiles, brand share dynamics and market drivers. Note: You will need to register with your colorado.edu address to use this source.

Still want more? Check out the library's marketing and consumer research guides.

Industry & Company Information

There are many sources for industry and company information, but these resources listed below have a high probability of success. If you are looking for information on a private company, please click on the more help tab. You may luck out and find information in one of these sources, but finding information on these entities is more difficult.

This database provides in-depth reports on industries, providing an overview of the industry, outlooks, products and markets, operations and key statistics.

Mergent CU
Mergent contains reports on industries and companies, the reports are international in scope. The industry reports contain information on market trends and outlooks and the company section contains reports filed with the US government.

ReferenceUSA CU
ReferenceUSA is a great source of information on local companies, with very granular and detailed information. This is where you begin to start getting an idea of your competitors, you can focus in not only based on industry, but also geography.

The University of Texas at Austin has created a great video demonstrating how you make a list of companies in ReferenceUSA:

Still want more? Check out the library's guides to company and industry research.

303-735-6803 (Jennie Gerke)
303-492-4545 (Jack Maness)
303-492-3195 (Business desk)


In person
Jennie's Office Hours (Koelbel 200D): 3-5 Tuesday or by appointment

Jack: by appointment
Business Desk: 3:00-5:00pm Monday - Thursday



Directly at jennifer.gerke@colorado.edu or jack.maness@colorado.edu.

Response time may vary, but is usually less than 24 hours on weekdays.