Course: Start-up, scale-up, grow-up credits: 5

Course code
CIVB22SSG
Name
Start-up, scale-up, grow-up
Study year
2023-2024
ECTS credits
5
Language
English
Coordinator
J. Tuinier
Modes of delivery
  • Tutorial
Assessments
  • Start-up, scale-up, grow-up - Other assessment

Learning outcomes

Competences:
This course focusses on the first three of the four main competences as defined for our programme: 
  • SETTING A COURSE; The Marketing professional maps out a marketing approach. He/she does this based on his/her vision, opportunities he/she identifies in the market and the long-term competitive advantage of the organisation where he/she works. Because he/she does not work within a vacuum, the Marketing professional is a bridge-builder who connects both knowledge and people.
  • CREATING VALUE; The Marketing professional gives substance to the marketing approach by creating long-term value for both the client, the organisation and society. He/she does this based on an analysis of data and research, with the aim of gauging the client's actual behaviour. He/she is able to translate this analysis into an action plan.
  • BUSINESS DEVELOPMENT; Via co-creation with stakeholders, the Marketing professional designs unique and/or innovative concepts and revenue models to optimise value for all relevant stakeholders. He/she anticipates and/or initiates change and gains the support of the stakeholders during the development process.
  • IMPLEMENTING; Based on the developed concept, the Marketing professional produces a sustainable marketing product or sub-product or service for existing and potential stakeholders. The Marketing professional puts forward creative solutions, facilitates parts of the implementation process, shows perseverance and takes financial responsibility in order to achieve the desired commercial result together with internal and external parties. He/she secures stakeholders’ commitment during implementation.
21st-century skills:
In this course you will need, use and train the following of the 21st century skills  
  • Creativity  
  • Initiative  
  • Perseverance  
  • Adaptability  
  • Commercial awareness  
  • Critical thinking 

Content

Thinking about starting your own business? Or maybe you already did and want to take the next steps? Then, this course is for you. 
During this course, you are the one in control (of your next steps). As a team we will help you and each other reach your specific goal to start or grow the company. From the first business idea, to testing it in the market to your first sales and first steps of growth like attracting investors or becoming more scalable. 

This course will consist of a combination of: 

  • One or more (guest) lectures  
  • Community of learners sessions where both students and teachers will introduce and discuss and apply different topics and relevant theory or frameworks.  
  • Coaching by teachers when students formulate an advice or course of action for a specific business context. 

Sources
In this course we will use theory and frameworks from different sources. A recommended reading list will be published on Blackboard at the start of this course and in class. Can’t wait to dig in? Here’s some books that will keep you busy until we meet. 

  • Scaling Up: How a Few Companies Make It...and Why the Rest Don't (Rockefeller Habits 2.0), Verne Harnish, ForbesBooks, 9780986019593, 2014 
  • Testing Business Ideas, A Field Guide for Rapid Experimentation, David Bland Alexander Osterwalder, John Wiley & Sons Inc, 9781119551447, 2019  
  • Good to Great: Why Some Companies Make the Leap... and Others Don't, Jim Collins, Random House UK, 978-0712676090, 2004 

 

Included in programme(s)

School(s)

  • School of Business, Marketing and Finance
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