0702 Marketing for Start-ups
Mag.Dr. Michael Hähnle, Peter Tschuchnig, MBA
Weekly hours
Language of instruction
09/13/23 to 09/17/23
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Day Date Time Room
Wednesday 10/04/23 03:30 PM - 06:00 PM TC.5.02
Wednesday 10/11/23 03:30 PM - 06:00 PM TC.5.02
Wednesday 10/18/23 03:30 PM - 06:00 PM TC.5.02
Wednesday 11/08/23 03:30 PM - 06:00 PM TC.5.12
Wednesday 11/22/23 03:30 PM - 06:00 PM TC.5.02
Wednesday 12/06/23 03:30 PM - 06:00 PM TC.5.02
Wednesday 12/13/23 03:30 PM - 06:00 PM TC.4.13
Tuesday 01/09/24 03:30 PM - 06:00 PM TC.5.02
Tuesday 01/16/24 03:30 PM - 06:00 PM TC.5.02

In this course, the focus lies on the expansion of basic theory and practical knowledge in the areas of Innovation Marketing, Marketing for Startups and Technology-Marketing in combination with Qualitative Research Methodologies.

In the first part of the course theoretical input will be provided by experts from both, the academic as well as the practitioner’s field, with a focus on insights from the start-up scene. Amongst other relevant concepts, the discussed topics will include life-cycle concepts for innovations, B2B business models, peculiarities of disruptive innovation, models for the measurement of technology acceptance on the market or marketability measurement in an early stage. 

The second part of the course is represented by a group-assessment dealing with real startup Marketing problems. Groups are formed at the beginning of the semester and will be assigned to a real company case. The respective start-up will introduce the problem for the assignment and will be delivered a project presentation and report by their group at the end of the semester. Each group will be supervised and coached during the groupwork. The aim of the groupwork is to identify and formulate problems in the field of Startup- / Innovation-Marketing, to practically apply market research methods (mainly qualitative), to work in teams, as well as to strengthen presentation skills.

Objective of the teamwork is also to draw interest for innovative startup topics.

Learning outcomes

Students will be able to deal with Startup marketing projects and effectively carry out respective market research as well as formulate strategic propositions. Students will be familiar with models for technology readiness and marketability assessment of innovations and how to leverage the gained insights for real business application.

Finally, students will be able to discuss important contemporary marketing trends which will allow them to be up-to-date also with leading-edge B2B-marketing.

Apart from that, completing this course contributes to students’ ability to apply their marketing knowledge in practical problem solving with startup companies, to efficiently work and communicate in teams, and to improve their oral presentation skills. Students will extend their knowledge in qualitative market research as an effective tool to translate innovative components into effective startup marketing strategies.

The practical design including market research and a final report will prepare students for their master thesis processes.

Attendance requirements

100% participation

Note: In case you know beforehand that this 100% participation is not possible for you, please contact the lecturer informing about the exact dates of absence to clarify whether a positive participation is still possible and what additional requirements this would entail. If you miss one of the sessions during the semester an individual task for compensation will be assigned to you by your coach.

Teaching/learning method(s)

The course consists of theoretical sessions on relevant topics with necessary knowledge for the completion of the practical part.

The practical part consists of collaboration with start-up companies on solving real marketing problems which will be provided. This includes market research activities, project presentations and a final report for the company representatives as well as major source for grading.

Individual coaching sessions with the tutors and / or company representatives complete the course design.


      Grading components:

· Active contribution to the teamwork by self-evaluation of the group-members (10%)

· Final, written report with reference to the lecture, the literature and  the class discussions (45%)

· Groupwork presentation and discussion in two intermediate reporting sessions with external managers and tutors (30%)

· Presentation and discussion of results in final reporting session with the external managers and the tutors (15%)

Project work will be guided by coaching.



max. 100 pts

90 pts or more: 1 (excellent)

76 - 89 pts: 2 (good)

61 - 75 pts: 3 (satisfactory)

51 - 60 pts: 4 (sufficient)

50 pts or below: 5 (fail)

Prerequisites for participation and waiting lists

This course is part of the elective pool "Advanced Topics in Marketing" of the MSc Marketing at WU.

MSc Marketing students can only register if they have successfully completed the following mandatory courses from the 1st year:

  • Management by Experiments (5 ECTS)
  • Marketing Analytics (7.5 ECTS)
  • Digital Marketing (5 ECTS)


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Recommended previous knowledge and skills

This course focusses on marketing problems from real start-up companies. As a perfect follow-up to the course "New Product Development" you will now concentrate on specific research questions within marketing, that come up when the phase of evaluating an innovative idea for product development has already been conducted.

Last edited: 2023-06-05