Go to market strategies for startups and Innovative Products/Services in the Digital Era (Online course)

About the course

Subjects

Entrepreneurship Marketing Strategy

Course content

Most startups end in failure. Almost every failed startup has a product. What failed startups don't have is traction – real customer growth.

This course is about how to get this "traction" – how to get the first very important customers for your new product or new service and how to retain customers by nurturing long-term, omni-channel relationships with them. By systematically applying innovative concepts and frameworks for your company's go-to-market strategy, the students will learn how to improve their chances of getting real customer growth.

See course description in course catalogue

What you will learn

To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:

The student should be able to critically reflect on the theories, concepts, tools and cases covered in the course.
Document and argue for frameworks, theories, models, methodologies and tools in go-to-market strategy and marketing for innovative products/services
The student should be able to identify key points, and critically reflect on these, in the go-to-market process for a new product/service
The student should be able to apply concepts, tools and cases covered in the course on a real business-case (student's own idea/business or an existing startup)
The student should be able to apply real-life customer insights (primary and secondary) to support the conclusions

Facts

Level

Master

Type

Elective

ECTS

7.5

Code

CMIAV1005U

Teaching periods

Autumn – semester

Academic year

2025/2026

Status

Available places

Teaching language

English

Teaching Format

Online

Exams

Written assignment
Individual exam, winter

Assessment type

7 point grading scale