vhb - Marketing for Start-ups (Demo) (english)
Section outline
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WELCOME TO THE COURSE “Marketing for Start-ups”
Julius-Maximilians-University of Würzburg
Chair of Business Administration and Marketing
Research Group for Digital Marketing & E-Commerce
Prof. Dr. Jana-Kristin Prigge
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INTRODUCTORY INFORMATION
Dear participants,
Welcome to the virtual course Marketing for Start-ups!
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.
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After successfully completing this module, you will have acquired the following skills:
Chapter 1: Introduction to Marketing for Start-ups
- You can distinguish between different types of start-ups and business models.
- You understand the specific characteristics and challenges of start-ups.
- You are familiar with key marketing approaches tailored to start-ups.
Chapter 2: Marketing Organization in Start-ups
- You understand how marketing can be organizationally embedded in start-ups.
- You know different organizational models (centralized, decentralized, hybrid).
- You can assess the role of a Chief Marketing Officer (CMO) for growth and investor appeal.
- You know how to build a market- and customer-oriented culture – despite limited resources.
Chapter 3: Core Market Strategies for Start-ups
- You can analyze and address customer segments effectively.
- You are familiar with proven positioning strategies for innovative products.
- You know which growth strategies are suitable for start-ups and how to implement them successfully.
Chapter 4: Product Management for Start-ups
- You can develop and conceptualize innovative product ideas.
- You are able to position products effectively in the market.
- You understand how to build, design, and structure a start-up’s brand.
Chapter 5: Pricing Management for Start-ups
- You are familiar with different approaches to pricing new products.
- You can develop and apply price enforcement strategies.
- You understand how to develop a suitable price architecture for start-ups.
Chapter 6: Communication Management for Start-ups
- You are familiar with both classical and innovative communication strategies for start-ups.
- You know how to use search engine and social media marketing effectively.
- You understand specific formats such as viral and guerrilla marketing.
- You are able to independently design and plan communication campaigns.
Chapter 7: Sales Management for Start-ups
- You can identify suitable sales strategies and channels for start-ups.
- You understand how to utilize offline and online sales channels.
- You know how to manage multi-channel strategies across different growth stages.
In addition, you will gain the following key skills:
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Independent work with academic and scientific materials
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Improved abilities in academic writing and research
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Practical application of course content to real-world scenarios
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SUPERVISION
While a large portion of the course work is to be completed independently or in small groups, we are committed to supporting your learning journey. We offer three optional Q&A sessions via Zoom where you can ask questions and engage in discussion:
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Q&A Session 1: tbd (Zoom)
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Q&A Session 2: tbd (Zoom)
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Q&A Session 3: tbd (Zoom)
If you have additional questions, please consult the FAQ document located in the section “Information on examination requirements.”
If your question is not answered there, feel free to contact your course supervisors via email at:
steven.schwehm@uni-wuerzburg.de. . .
ASSESSMENT
The final assessment consists of a 2-part portfolio examination:
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Part I: Group project – Development of a start-up concept (2/3 ~ 66%)
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Part II: Pitch-Video (1/3 ~ 33%)
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We wish you an insightful experience and much success!
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The course “Marketing for Start-ups” is funded by the Virtual University of Bavaria (vhb) as part of the 2024-I funding round (https://www.vhb.org/lehrende/kurse/).
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In this file, you will find all the necessary information about the components of the exam, their requirements, and submission deadlines.
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This file contains the most important questions relating to exam performance and is continuously being expanded.
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This file contains the general formal guidelines for academic work at our department. Please observe these guidelines when working on your exam papers.
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