Market- and Knowledge-based Entr.ship

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBB129A05
Vaknaam Market- and Knowledge-based Entr.ship
Niveau(s) universitaire minor
Voertaal Engels
Periode semester I a
ECTS 5

Uitgebreide vaknaam Market- and Knowledge-based Entrepreneurship
Leerdoelen This course is part of the university minor “Entrepreneurship”, and is of interest to students who want to learn how start-up firms and established companies develop new business propositions.

Upon completion of the course the student is able to:
1. Understand the basic concepts from marketing and technology management that are key to success in an entrepreneurial setting.
2. Combine concepts from the disciplines of marketing, technology management, innovation and entrepreneurship.
3. Apply key theoretical concepts to real-life business situations.
Omschrijving Entrepreneurship is about identifying promising new business opportunities and developing them into viable businesses. Successful entrepreneurs create superior value for customers by matching an as yet unsatisfied need in the marketplace with a superior solution for that need. This course presents the basic market-related factors (representing the demand for the new solution) and knowledge-based factors (representing the solution itself) and shows how firms need to find a match between them. In other words: by creatively matching demand and supply.

Demand is represented by market-related factors. Markets are constantly changing, with new competitors offering new products and services and sometimes changing the basic rules of competition. Familiar examples are Spotify, Netflix, Amazon and Tesla. Firms need to monitor this constantly changing business environment to identify promising areas where they can create superior value for customers.

The supply side of the equation is represented by the firm’s new offering, which is (technology-related) knowledge in the form of a new product, new service, new procedure or new process. Successful firms develop new business opportunities that (a) address an as yet unsatisfied need and (b) exploits the firm’s strengths in terms of its technologies, capabilities or knowledge.
The successful combination of these market- and knowledge-based factors results in the creation of superior value for customers, which is the basis for short-term profits and long-term success.

The course is structured around the following key topics:
1. Basic concepts of marketing and technology management; e.g. products vs. services, market orientation, market segmentation, market pull vs. technology push, technology evolution, dominant design, minimum viable product.
2. Identifying business opportunities; e.g. market sensing, market research, design thinking.
3. Assessing business opportunities; e.g. assessment methods, ratio vs. intuition, technology adoption and diffusion.
4. Developing a value proposition; e.g. types of value propositions, characteristics of a good value proposition, business models.
5. Implementing the value proposition; e.g. scalability, intellectual property, marketing mix, next product.
Uren per week 4
Onderwijsvorm hoorcolleges, opdracht(en), workshop(s)
(Hoor- en gastcolleges, opdrachten, workshops)
Toetsvorm opdracht(en), schriftelijk tentamen
(Individual written exam and group assignment(s))
Vaksoort bachelor
Coördinator dr. W.G. Biemans
Docent(en) dr. W.G. Biemans ,drs. F.D. Streefland
Verplichte literatuur
Titel Auteur ISBN Prijs
Entrepreneurship: successfully launching new ventures, 5th global edition, Pearson, 2015 B.R. Barringer, D. Ireland 9781292095370 ca. €  60,00
Reader with a selection of academic papers, book chapters, and/or other professional readings (published on Nestor)
Entreevoorwaarden - Propaedeutics

- This course has a limited number of participants and can only be taken in combination with the other courses of the university minor “Entrepreneurship”.

- The university minor “Entrepreneurship” is not open to students of the faculty of Economics & Business and the BSc Industrial Engineering & Management.
Opmerkingen For more information contact the course coordinator: w.g.biemans@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
minor Entrepreneurship - semester I a verplicht