Background and relationship to other modules
This module deepens the insights of the course Entrepreneurship 1. Building on the activities of the Business Canvas and after successful idea generation and creation of a rough concept, the activities of market entry and growth of the core business are discussed. Students learn which strategic decisions have to be made with regard to brand positioning and the associated customer and channel management in order to successfully establish a young company on the market.
Contents and learning objectives
Students learn the basic strategies for positioning and further developing a newly founded company. These include:
- Brand building
- Developing a customer base
- Using marketing communication channels to gain awareness and generate leads
- Using retail and service touchpoints to generate conversions and loyalty
The primary goal of the course is to transform an existing business idea into an running business. In addition to purely product/service-related value creation (value equity), students learn the concepts of brand equity and customer equity and acquire the necessary "tools" to build and manage these through the management of customers, sales and communication channels.
- Lehrende/r: Nico Wiegand
- Lehrende/r: Thorsten Wiesel