Go-to-Market | Entrepreneurship 2 (WiSe 2023/24)
|Friday||08:00- 12:00||weekly||01.12.2023- 02.02.2024||Juridicum, JUR 490|
This course takes place in the second term of the winter semester.
Examination: Group work (100 %). Please register at the examination office for the regular examination period.
During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.
Background and relations to other courses:
This course deepens the insights of the course Entrepreneurship 1 (Innovation Management). Based on the activities of the business model canvas and after successful idea generation and creation of a rough concept, the activities of market entry, growth of the core business and options for business area diversification are discussed in particular.
- Development and implementation of the value proposition (Go-to-Market)
- Scaling of the business model (Business Growth)
- Further development of the business model (Business Development)
The contents are taught in theory-based lectures, case studies and guest lectures.
Students learn which strategic decisions have to be made with regard to brand positioning as well as the corresponding customer and channel management in order to establish a young company successfully on the market in the long term.
- Professor Dr. Thorsten Wiesel (responsible)
- Lisa Richter (accompanying)