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Major Module Marketing in Specific Contexts I

Business Model Innovation and Entrepreneurship

Lecture/Practical (14266.0102)

Instructor: Dr. Markus Pfeiffer

Dates & Times: see Klips 
The lecture takes place online via Zoom.

A guest lecture is planned. More information will follow here in due time.

Excercise 

Instructor: Johannes Fillmann M.Sc.

Dates & Times: see Klips 
The excercise takes place online via Zoom.

Examination

The examination consists of a presentation and corresponding oral exam. Exam dates and further information about the exam can be found here in due time.

Please keep in mind that after your admission to the course you need to register via KLIPS for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Non-registration will result in exclusion from the course. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine Präsentation gehalten und eine mündliche Prüfung abgelegt werden. Prüfungsdaten sowie weitere Informationen bezüglich der Prüfungsanforderungen finden Sie demnächst hier.

Bitte beachten Sie, dass Sie sich nach Zulassung zum Seminar nur innerhalb der vorgegebenen Fristen für die Prüfung in KLIPS anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Bei Nichtanmeldung erfolgt der Ausschluss aus dem Kurs. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle prüfungsbedingten Fragen.

Content

The course "Business Model Innovation and Entrepreneurship" (formerly New Product Management) provides students with a comprehensive overview of the basic concepts, theories, and methods in product innovation management and their practical application, especially in the context of digitization challenges.

References to classic stage-gated innovation processes and more modern open innovation techniques (e.g. crowdsourcing) will equip students with the ability to apply different ways of new product development. All frameworks and theories will be explained based on examples from a variety of industries, ranging from the automotive and high technology context to energy and FMCG products. Case-based discussions in class contribute to the highly practical and interactive nature of this course.

Furthermore, the course will help to critically examine innovation procedures in large organizations and contrast them with ways smaller organizations, i.e. startups, develop and test their new product developments. A dive into agile product development techniques (i.e. lean startup based), ideation techniques and testing procedures will enable students to work with the latest and most effective innovation management tools.

Guest lectures from startup practitioners and leading innovation experts will complete the picture, engage students and grow their appetite to explore entrepreneurial opportunities.

Final examination will be done based on a real case developed in collaboration with an industry partner. Case work will need full time engagement during the weeks between the first and last date of the lecture.

A detailed syllabus of the course including seminar topics can be found here.

Important Dates

 

Registration via KLIPS
Registration for the seminar is possible via KLIPS in the first registration phase.

29.04.2021
full day

Kickoff
Briefing and assignment to student teams, lecture and guest lecture (online via Zoom)

30.04.2021
full day

 

Interim Session
Lecture and startup immersion and intro case with industry partner (tba) (online via Zoom)

06.05.2021
full day

Excercise
(online via Zoom)

11.05.2021
full day

Excercise
(online via Zoom)

14.05.2021
full day
Interim Session
Lecture and startup immersion and intro case with industry partner (tba) (online via Zoom)
17.05.2021
full day
Excercise
(online via Zoom)
21.05.2021
full day
Final student case presentations
(online via Zoom)