Learning Goals
The course Entrepreneurial
Marketing will help participants to understand marketing phenomena in
the case of a new startup and in an intrapreneurial setting. We will
look at how to market new and innovative products alongside traditional
and me too products.
Entrepreneurial Marketing focuses on this
special challenge: new marketing methods for new products. Classic core
marketing concepts, such as segmentation, positioning, and the marketing
mix undergo an "extreme makeover" in the context of innovative
products hitting the market. The course will mostly use the
effectuation theory of entrepreneurship as vehicle to understand the
entrepreneurial marketing phenomena. Topics such as effectuation,
iterative thinking, principles of affordable loss, adjustment
for emerging opportunities, and cooperation with first customers
will be discussed in the course. The objective is to have a greater
understanding of the entrepreneurial process – a process of opportunity
recognition, resource marshalling, and team
building driven by communication, creativity and leadership.
- Trainer/in: Mona Frermann
- Trainer/in: Zorbey Özcan
- Trainer/in: Maximilian Rodiek
- Trainer/in: Saskia Walz