Central theories and methods will be introduced and discussed. In Core Lecture 2, these are mainly in the following areas:

‘Marketing and Commercialization of Innovation’

• Customer-oriented design

• Concept and acceptance testing

• Diffusion and adoption of innovation

• Positioning and marketing mix

‘Organization and funding innovation’

• Basic problems and foundations

• Stakeholders and roles

• Growth and development

• Innovation-friendly culture

• User innovation networks

• Business model innovation

• Funding innovation

Together with the first part, Core Lecture 2 will give an overview of the closely linked disciplines of entrepreneurship and innovation management. Central theories and models will be introduced and discussed. The two Core Lectures are the Specialization’s main courses:

- The rest of the course system in the Entrepreneurship and Innovation Specialization is based on the knowledge learned.

- It serves as a basis for the application-oriented project seminars.

- It provides students of the Entrepreneurship and Innovation Specialization with the ability to understand specific problems in a larger context.

Students will learn and understand important approaches, i.e. theories, methods, and empirical findings in the areas entrepreneurship and innovation in General: the marketing, organization, and funding of innovation. Students will be able to structure and solve complex problems in the field of entrepreneurship and innovation using existing theories, methods, and empirical findings, as well as to reasonably evaluate existing solutions. Students will also learn the following skills:

Social skills:

- Participating in different team work settings in order to solve problems/complete tasks

  Personal skills:

- Analyzing various perspectives of a given situation, for instance a practical innovation challenge, and developing suitable solution strategies

- Independently organizing their time and preparing for class each week

  Communication skills:

- Presenting and defending findings/solutions/ideas in a factual, logical and structured way

- Demonstrating argumentation skills (both verbally and in writing)

  Analytical and problem-solving skills:

- Analyzing real, multidimensional issues and developing solutions

- Identifying strengths, weaknesses, potentials, and risks

- Developing solutions and promoting innovation in organizations

By successfully completing the Core Lecture, students will be well prepared for the challenges of the upcoming practical and application-oriented projects in the Specialization’s application-oriented courses.

Core Lecture 2 - distance learning because of COVID-19

In regard to Core Lecture 2, we want to inform you that:

- We will provide a file with module check questions and weekly audio files in the download area on learn@wu covering the respective modules and highlighting the most important aspects. The audio files provide some analysis of the questions and meaningful ways of answering it. In the download area on learn@wu you will also find the literature and lecture material script.

- It will be possible for students to send questions to the course instructor (christopher.lettl@wu.ac.at) after they have listened to the module-specific audio file and have studied the corresponding module-specific slide deck and literature. Please send us your questions regarding the current module by Wednesday evening at the latest to christopher.lettl@wu.ac.at. The course instructor will collect the questions and answer them in bulk (via learn@wu).

- During the whole semester, there will be no module checks.

We can ensure you, that we do everything possible to uphold the teaching activities as good as possible and to prevent any study delays.

The final grade in the course will depend on:

    exam: max. 100 points
    voluntary task: max. 10 points

Students have to obtain a total of at least 50 points (of a possible 110). The final exam is based on the contents of the slides and literature script.

The online exam (5 transfer questions, 20 points and 15 minutes each) will take place June 29 2020, 12.30-13.45, via learn@wu. You will need a laptop, PC etc. We will inform you at least 2 weeks prior the exam.

Students may repeat the exam September 22 2020, 11.00-12.15. Students can repeat the course to try for a better grade; the second grade will be final. The repeat exam in September will follow the same principal rules as the exam in June (online exam via learn@wu, 5 transfer questions, open book etc.).

students of the specialization "Entrepreneurship and Innovation" (no sequencing)