Market entry & market grow

This last step is about the strategy of entering the market and then growing. It teaches you how to identify your low-hanging fruit or the most suitable segment where to start. 

Bachelor - Introductory courses

1ZEUA0 New product marketing – 5 ECTS – Q1

USE learning line New product development and marketing

How can a firm increase the likelihood of new product success? This course provides the answer; it provides an overview of the most important theories, models, and concepts in new product marketing. You will learn how customers with similar needs can be bundled into segments and how firms identify target markets and analyze which are most profitable.

0SV30 Economics of innovation: introduction – 5 ECTS – Q1

This course is an introduction to the economic approach to innovation. Innovation is the outcome of a complex process where different economic agents, from producers to consumers to suppliers interact with specific incentives and goals. This course discusses the basic concepts and models developed by economists to recognize and measure different forms of innovation, to describe the incentives of private companies to innovate, to identify different consequences of innovation for economic systems.

DAB150 Introduction to business design – 5 ECTS – Q4

In this course you will learn the basic components that are of importance to make business of your design ideas. You will gain insight and experience in the four fields that are relevant in the business & entrepreneurship area of expertise. These are User and Market, Design, Technology and Intellectual Property, Design and Branding, Finance and Organization.

Bachelor - Deepening courses

0SV60 Economic policy – 5 ECTS – Q4

How can policy stimulate innovation? This course provides students with theoretical and practical insights into why and when policy measures are necessary, how they can be pursued, and how they relate to innovation processes. We further build on the microeconomic theory from 0SV30 to emphasize policy interventions, in contrast to a pure market process, and introduce the concept of market failure. Furthermore, we discuss the impact of economic interventions and regulations on the market. Important concepts in the course are economic rationality and social welfare, the theory of perfect competition, market failure, regulation and competition policy.

1ZSUA0 Marketing research and design methods – 5 ECTS – Q2

USE learning line New product development and marketing.

Marketing Research and Design Methods is the second course in the "New Product Development and Marketing" USE sequence, and offers students an overview of several important market research and design methods for creating and launching successful innovations. Both qualitative and quantitative research approaches are presented, such as cultural probing, segmentation, targeting and positioning.

Bachelor - Advanced courses

1ZAUC0 - Marketing in action – 5 ECTS – Q4 

USE learning line New product development and marketing 

The aim of this course is to learn students how firms take strategic decisions and define marketing strategies for their products based on insights from market research. The marketing foundations from the first course are be combined with conjoint analysis to come to strategic marketing insights. There is an emphasis on making strategic marketing decisions and experiencing the outcomes in a simulated setting. Central to this course is a new product development and marketing game. The game requires students to interpret market intelligence from marketing research, to develop new products, and to manufacture and launch them in a market with competition from other firms (student teams). It offers a unique opportunity to practice and improve decision-making capabilities in a realistic but risk-free market setting, before trying them out in a real business environment. 


1ZM16 Management of product development – 5 ECTS – Q1

Students completing this course will be able to name, describe and discuss the key challenges faced and decisions to be taken by product development project teams in developing and bringing new products to market; name, describe and critically reflect on the key terms, theories, models and frameworks needed by product development project teams to successfully develop and bring new products to market; and deliberately select, combine and apply the relevant theories, models and frameworks in the beginning phase of a product development project as a member of an interdisciplinary product development project team.

0HM220 Network society – 5 ECTS – Q2

The course introduces theories and techniques of network analysis and discusses their application to questions of technology adoption and use and innovation in general. The course has the following specific learning goals: Students get acquainted with the main ideas of network theories as well as with the most important concepts for the description of networks; Students learn to apply network concepts to areas such as innovative entrepreneurship and knowledge flows; Students learn to use various tools and software packages to analyze networks.

1ZM60 Selling new products – 5 ECTS – Q4

This course is designed to understand the academic perspective of selling and sales management in the context of newly developed products. In addition, the course will offer an appropriate insight into the implications and decisions for the job-oriented practice. In other words at the end of the course you should be able to apply the acquired knowledge to specific selling situations and sales contexts.

1ZM11 Marketing and innovation – 5 ECTS – Q3 

We will look at the role that marketing plays in the process of new product development. It complements the course on new product development that focuses on the organization's internal side of innovation by focusing on customers' role in the process. In the course a NPD framework is used and it highlights customers' role at different stages of the process. This is accomplished using a carefully selected set of articles with approximately two relevant articles per topic. The cases are meant to illustrate and practice particular aspects of marketing and innovation. 

1ZM120 Entrepreneurial marketing – 5 ECTS – Q2

The objective of the course is to provide students with knowledge of how to bridge the marketing discipline and the entrepreneurial field. Guidelines and tools to deal with entrepreneurial side of marketing are provided via: conjoining and coping with market and technology uncertainty, network effects, assuming calculated risks, being proactive and offering attractive innovations relative to competitors. Guidelines and tools to deal with the marketing side of entrepreneurship are provided via: lack of economies of scale, limited resources, limited market presence and brand image, decision making with limited information.

1ZM65 System dynamics – 5 ECTS – Q3

In the first lectures of the course we will deal with a variety of subjects related to systems thinking, like: policy resistance, positive and negative feedback, bounded rationality, misperceptions of feedback, fundamental modes of dynamic behavior (exponential growth, oscillation) and causal loop diagramming. Then, we will focus on system dynamics modeling, by dealing with stocks and flows diagramming, the mathematical relation between stocks and flows (integration and differentiation), delays, modeling human behavior and modeling supply chains. Also, students will perform a group assignment in which a system dynamics model is developed based on a case description of business processes. With this model, students will replicate the behavior of the business processes, understand the causes of this behavior, and simulate scenarios to improve the performance of these processes.


PDSHA080 Technology entrepreneurship – 1.5 ECTS

This course covers one week consisting of eleven half days, which includes an introductory dinner on Monday evening. Activities and topics covered during this week are: Venture idea market for team formation, Teambuilding and venture team role division for business planning purposes, Using the lean business canvas model to conceptualize the venture proposition, Conducting a technology feasibility study, pivoting around risks associated to freedom-to-operate and appropriation of ideas (learning how to use patent data), The entrepreneurial marketing process, core concepts and research for planning, Entrepreneurial Finance, the most basic concepts and their application for planning, How to pitch for a group of experts among which investors are present. At the end of the course participants are expected to report, present and discuss the business proposition composed during the week around the idea selected by the team.