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Instructors: Dr. Anja Höft; Dr. rer. pol. Maximilian Joachim Lude
Event type:
Seminar
Org-unit: Corporate Management & Economics
Displayed in timetable as:
E'ship & BMI
Hours per week:
3
Credits:
6,0
Note: In your exam regulations, differing credits may have been specified.
Location:
Campus der Zeppelin Universität
Language of instruction:
Englisch
Min. | Max. participants:
10 | 38
Priority scheme: Standard-Priorisierung
Course content:
1.The module deals with entrepreneurial thinking and acting in start-ups, with a special focus on the design of business models and value propositions as well as the application of customer-centric methods.
2.Founding a start-up, especially based on innovative business models, are increasingly becoming an important career alternative for students in different fields of study due to ever faster changing business conditions. The knowledge of how to develop business models and value propositions in a customer-centric way is therefore increasingly becoming a core competence.
3.The module is designed as an interactive lecture using, among others, Steve Blank's MOOC on "How to build a start-up" as well as the Business Model Canvas / Value Proposition Canvas by Osterwalder (2011, 2013) and other relevant literature in the field.
4.Co-teaching will be used to reflect on the theoretical content and apply it to a specific practical case.
5.Short profile of the lecturers:
1.Prof. Dr. Maximilian Lude is interim Professor of Innovation at the TUM School of Management, TUM Campus Heilbronn and post-doc at FIF, Zeppelin University. Concurrently he is Founder & Managing Partner at philoneos GmbH, a marketing and innovation consultancy for family businesses located in Munich. He studied Management and Economics at Zeppelin University and Copenhagen Business School. His dissertation was on the perception of family firms, bridging marketing, consumer behavior and family business research.
2.Dr. Anja Höft, Director Digital Strategy & Innovation at Andreas STIHL AG & Co.KG, is responsible for the strategic orientation as well as the front end of innovation in regards of digital activities at STIHL. As a design thinking coach, she also accompanies projects and holds trainings. She holds a doctorate in strategic innovation and a B.A. / M.A. in Corporate Management & Economics from Zeppelin University, Friedrichshafen.
Educational objective:
After the lecture, …
1. You will Know how to develop an innovative business model and a customer-centric value proposition
2. You will be aware of the current scientific research in the field of founding a start-up, business model innovation, including the discussion and application of this research to practical cases.
3. Terms like Business Model Canvas, Value Proposition Canvas, Design Thinking, TAM-SAM-SOM or target group will no longer be a secret.
Mandatory literature:
•Blank, Steve; Dorf, Bob: Das Handbuch für Startups 2017
•Aulet, Bill: Disciplined Entrepreneurship 2013
•Osterwalder, Alex; Pigneur, Yves: Business Model Generation 2011
•Osterwalder, Alex; Pigneur, Yves; Bernarda, Greg; Smith, Alan: Value Proposition Design 2015
•Bland, David; Osterwalder, Alex: Testing Business Ideas 2019
•Brown, Tim: Change by Design 2009
•Blank, Steve: The four steps to Epiphany 2013
•Gassmann, Oliver; Frankenberger Karolin; Csik, Michaela: Geschäftsmodelle entwickeln, 55 innovative Konzepte mit dem St. Galler Business Model Navigator 2017
•Ries, Eric: Lean Startup: Schnell, risikolos und erfolgreich Unternehmen gründen, 2014
•Chesbrough, H. (2007). Business model innovation: it's not just about technology anymore. Strategy & leadership.
•Chesbrough, H. (2010). Business model innovation: opportunities and barriers. Long range planning, 43(2-3), 354-363.
•Harvard Business Review on Rebuilding Your Business Model
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