6020 Marketing for Start-ups
Mag.Dr. Michael Hähnle
Contact details
Weekly hours
Language of instruction
02/19/24 to 02/25/24
Registration via LPIS
Notes to the course
Day Date Time Room
Thursday 03/07/24 02:00 PM - 04:30 PM TC.5.04
Thursday 03/14/24 02:00 PM - 04:30 PM TC.5.04
Thursday 03/21/24 02:00 PM - 04:30 PM TC.5.04
Thursday 04/11/24 02:00 PM - 04:30 PM TC.5.18
Thursday 04/18/24 02:00 PM - 04:30 PM TC.5.04
Thursday 05/02/24 02:00 PM - 04:30 PM TC.5.04
Thursday 05/16/24 02:00 PM - 04:30 PM TC.5.04
Thursday 05/23/24 02:00 PM - 04:30 PM TC.5.04
Thursday 06/06/24 02:00 PM - 04:30 PM TC.5.04

Technology innovations are an important driver of economic growth and trigger the development of entirely new industries. This course will introduce you to the relevant theories and concepts of technology and innovation marketing for business and consumer markets.

The first part of the course is dedicated to the discussion of relevant concepts on the topics incremental and disruptive innovation, peculiarities of high tech marketing, life-cycles of innovations, B2B versus B2C business models, and marketability measurement in an early stage. Insights from the high tech start-up scene will be presented and discussed.

In the second part of the course we will work in groups with real high tech start-ups on specific innovation marketing questions.

Learning outcomes

After completion of the course you will have gained knowledge of
- the specifics of marketing for high tech innovations
- different management approaches for innovation processes in companies
- models for technology readiness and marketability assessment of innovations.

You will be able to apply your knowledge to specific marketing tasks in real-live cases of high tech companies across different industries, to efficiently work and communicate in teams, and to improve your presentation skills.

Attendance requirements

100% participation in class on-site.

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.

Teaching/learning method(s)

- Lecturing and discussions

- Case discussions

- Group work (real-world cases)

- Student presentations


Grading components:

Team project (55 pts)

In-class participation (10 pts)

Reflection Paper (35 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)


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Last edited: 2024-02-20