The course takes place only in the second term of the summer semester.

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Students learn the basic strategies for positioning and developing a newly founded company. These include, among other things:

• Reiterating and tightening the value proposition based on competitive advantages
• Developing a suitable brand positioning
• Designing and implementing a concrete go-to-market approach (including specifying customer touchpoints such as paid, owned, and earned media, website, customer service channels, etc.)

The content is taught through theory-based lectures, a case study, and practical guest lectures and workshops. The primary goal of the course is to bring an existing (theoretical) business idea to market maturity. In addition to purely product/service-related value creation (value equity), students learn about the concepts of brand equity and customer equity and are given the necessary tools to build and manage these through the management of customers, sales, and communication channels.

Technical skills: Upon completion of the course, students will be able to

• reflect on relevant decision-making factors for market entry
• systematically analyze market conditions in a targeted manner
• and, based on this, position a young company and bring it to market maturity.

Group work, submission of an 18-minute start-up pitch

The course is part of the Minor Entrepreneurship in the Master of Business Administration (PO 2025). The course is also creditable in other examination regulations and master's programs; please check your examination regulations.

Linda Brüss, M.Sc.