Marketing for Start-ups (vhb)
This course offers you a systematic introduction to marketing in start-ups – starting with foundational concepts and the specific framework conditions young companies face. Step by step, we will explore essential topics such as market strategies, product and pricing management, and communication and sales strategies for start-ups.
Each chapter includes practical examples, concise mini-cases, and interactive exercises that help you not only understand the material but also apply it actively. The goal is to develop a solid understanding of marketing that is specifically tailored to the dynamic demands and limited resources of start-ups.
Course structure:
Chapter 1: Introduction to Marketing for Start-ups
Chapter 2: Marketing Organization in Start-ups
Chapter 3: Core Market Strategies for Start-ups
Chapter 4: Product Management for Start-ups
Chapter 5: Pricing Management for Start-ups
Chapter 6: Communication Management for Start-ups
Chapter 7: Sales Management for Start-ups
Learning and qualification objectives
- Understanding fundamental concepts and challenges of marketing in the early stages of a company (start-up context)
- Applying key marketing tools (e.g., segmentation, positioning, pricing, communication) to typical situations and issues faced by start-ups
- Developing strategic and operational marketing concepts while taking into account limited resources and high uncertainty
- Ability to independently analyze start-up business models and critically reflect on market strategies and organizational approaches
- Strengthening self-competence through independent work on interactive learning content and application scenarios in the digital classroom
- Promoting social competence (especially communication and cooperation skills) through collaboration in the group portions of the portfolio assessment
- Transferability through the development of practical solutions for real and fictional start-up cases (including video assignments and case studies)
- Critical questioning of established marketing logic and recognition of alternative approaches in the context of entrepreneurial innovation
Teaching/learning format: Virtual lecture
You can find further information as well as the course demo and registration options via the link https://kurse.vhb.org/VHBPORTAL/kursprogramm/kursprogramm.jsp
