0883 E&I Project 5: EduTech Strategy
Klaus Marhold, Ph.D., Shtefi Mladenovska, M.Sc.
Weekly hours
Language of instruction
09/13/19 to 09/16/19
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 10/01/19 08:00 AM - 09:30 AM D5.1.002
Thursday 10/03/19 09:00 AM - 06:00 PM D5.1.002
Friday 10/04/19 09:00 AM - 03:00 PM D5.1.002
Wednesday 10/09/19 03:30 PM - 05:00 PM D5.1.002
Friday 10/18/19 03:30 PM - 05:00 PM D5.1.004
Friday 11/08/19 03:30 PM - 05:00 PM D5.1.004
Friday 11/29/19 03:30 PM - 05:00 PM D5.1.003
Tuesday 01/21/20 05:30 PM - 07:00 PM LC.0.100 Festsaal 1

In the course "EduTech Strategy" students will be introduced to various business models, strategies and technologies employed by the educational technology sector. In the last years, technology has changed the way people learn (e.g., online and mobile learning, learning through VR instead of hands-on learning) - and new trends such as Information society and Industry 4.0 require new skills to be taught.

In close partnership with a German partner company, the world-leader in technical education, students will work on projects to directly support the company in formulating strategies to cope with new challenges such as online business models, entry into new markets, and new application areas for  technologies such as virtual and augmented reality.

For the 2019/2020 term, groups of students in this course will work on the following projects and research questions:

  • Pricing models and strategies for online learning
    What are current pricing models for online learning (e.g. subscription vs pay for each piece of content)? Who are the dominant players in this industry? Which pricing models correspond to the existing client’s budget constraints? …
  • The adoption of new technologies such as VR
    What are barriers and success factors in the adoption of new technologies? Which problems can technologies such as VR solve and where should firms apply them?
  • Market research and benchmarking in emerging economies
    How to identify potential markets for new educational products? How can the firm estimate the market potential relative to established markets?
Learning outcomes

"EduTech Strategy" is a project course that integrates theoretical knowledge and practical application. It enables students to:

  • Get insights into trends that shape company strategy such as digitalization, emerging markets and the increasing importance of technologies such as VR
  • Understand how a company’s strategic decisions are based on a thorough understanding of its own competencies, the overall market and the clients
  • Work on topics in close cooperation and coordination with the management team of the corporate client  

Through the work on their projects, students will also improve their communication and team working skills through

  • team work, interactive discussions and workshops
  • continuous exchange and engagement with the project partner
  • exchange with industry experts and external coaches
Attendance requirements

To complete this course with a positive grade, students must attend 80% of scheduled classes (exception: 100% attendance is required for the literature test, kick-off and E&I Touchdown – events)

Teaching/learning method(s)

- Self-study (literature package)
- Teaching the theoretical basics on two kick-off days (lectures, case studies, group discussions, team work)
- Working on real and relevant practical projects in close cooperation with the world-leading provider of equipment and solutions for technical education.
- Workshops and coaching from external partners (top experts from practice)
- Peer feedback
- Documentation and presentation of work progress and results



The final grade in the course will depend on:

- 10% literature test  (in English / literature according to Learn@WU)
- 30% engagement in the project (attendance, contribution to classes, coachings and workshop, ability and willingness to implement feedback)
- 10% mid-term pitch
- 35% project result (quality of working papers, final business proposal and final pitch)
- 5% Touchdown (adherance to deadlines, implementation of feedback and quality of pitch)
- 10% reflection paper

- Additionally, there will be mid-term and end of term peer ratings of the team members which may result in individual up- or downgradings.

- Literature test: The aim of the compulsory literature test (1.10.2019 betweeen 8.00am and 9.00am) is to examine the necessary basic as well as specific knowledge in order to successfully work on your project. If the literature test is not successfully passed, the Analyst Support Program (ASP) will be automatically applied. Within the Analyst Support Program, an individual performance has to be carried out in the further semester course, instead of the group work. In case of non-participation (only due to illness), a medical certificate must be presented. An alternative date will be offered for this purpose. You will receive detailed information about the content and location of the test after registration to the course.

- Attendance: In order to successfully pass this course, your absence is limited to 20% of our appointments.
Please note that the attendance of the literature test, the kick-off and the E&I Touchdown is obligatory!

Prerequisites for participation and waiting lists

Students enrolled in the Entrepreneurship and Innovation Specialization Program.

Please note that course registration is binding. The moment your registration is received, it is regarded as a clear commitment on your part. Students cannot transfer to another course (once the add/drop period is over) with no exceptions, as it would be unfair to other students (who might not have gotten into the course of their choice because of the spot you registered for). The number of students accepted to the course will only be expanded if there is no space in any other course 4/5.

1 Author: Mandatory readings for all E&I project courses
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
2 Author: Andreas Krämer and Regine Kalka

How Digital Disruption Changes Pricing
Strategies and Price Models

In: Khare A., Stewart B., Schatz R. (eds) Phantom Ex Machina.


Publisher: Springer, Cham
Year: 2017
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Book
3 Author: Mathias Wildgrube, Nils Schaupensteiner, and Jan Wehinger

Volkswagen Education Lab: Accelerating
the Digital Transformation of Corporate


In: Urbach N., Röglinger M. (eds) Digitalization Cases. Management for Professionals.


Publisher: Springer, Cham
Year: 2019
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Book
Availability of lecturer(s)

Please make an appointment by email:,

Last edited: 2019-08-29