After completing the course successfully, the student able to:
- choose the right go-to-market approach
- utilize different growth generating marketing actions
- design and implement a suitable branding approach
- utilize suitable ecosystems and networks
- Go-to-market approach and actions for lean global start-ups (new disruptive innovation, new markets, new upgraded products/services)
- Market analysis, customer profiling/segmentation
- Customer development, branding
- Growth generating marketing actions
Depending on the implementation, learning takes place in contact and/or virtual lessons and workshops and independent studies. The course can be completed in four different ways: 1) through your own company, 2) through an existing SME, 3) through an RDI project or 4) by joining a team of fellow students.
Recognition of prior learning (RPL)
If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show their competence via a demonstration and thus progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.
Cavusgil, S.T., Knight, G.A. (2015). The Born Global Firm: An Entrepreneurial and capabilities perspective on early and rapid internationalization. Journal of International Business Studies, 46, 3-16.
Gans, J., Scott E.L, Stern S. (May-June 2018). Strategy For Start-ups. Harvard Business Review, 44-51.
Neubert, M. (2017). Lean Internationalization: How to Globalize Early and Fast in a Small Economy. Technology Innovation Management Review, Vol. 7, 5, 16-22.
Onetti, A., Zucchella, A., Jones, M.V. and McDougall-Covin, P.P., 2012. Internationalization, innovation and entrepreneurship: business models for new technology-based firms. Journal of Management & Governance, 16(3), pp. 337-368.
Rasmussen, E.S. and Tanev, S., 2015. The emergence of the lean global startup as a new type of firm. Technology Innovation Management Review, 5(11), pp.12-19.
Stayton, J. and Mangematin, V., 2016. Startup time, innovation and organizational emergence: A study of USA-based international technology ventures. Journal of International Entrepreneurship, 14(3), pp. 373-409.
Pigneur, Y., Osterwalder, A., Smith, A., Bernarda, G. 2014. Value proposition design: How to create products and services customers want. Hoboken, NJ: John Wiley & Sons. Patel, N., Vlaskovits P. & Koffler J. Hustle: The Power to Charge Your Life with Money, Meaning, and Momentum. Growth hacking tribe. “Growth Hacking Tools, Techniques & Secrets for 2017 - Growth Insights #1. Video available at Youtube: https://www.youtube.com/watch?v=jWSxE9wqy1c.
Patel, N. & Bronson, T. The Definite Guide to Growth Hacking. Quick Sprout. Available at: https://www.quicksprout.com/the-definitive-guide-to-growth-hacking-chapter-1/
Patel, N. What is growth hacking. Available at: https://neilpatel.com/what-is-growth-hacking/ https://youtu.be/vVgrL5fVXPQ How does branding work? https://youtu.be/tMnD3CbMc5g Brand identity https://youtu.be/aN36EcTE54Q Value proposition canvas explained
Starting level and linkage with other courses
No prerequisites. It is recommended to have passed the course ”From Opportunities to Business” or having equal skills before attending the course.
Assessment criteria - grade 1
The student knows and understands the basics of go-to-market approach when supported. The student understands what the customer development means as a process for a new company. The student understands the benefits of local and international ecosystems and networks when developing his/her/a venture.
Assessment criteria - grade 3
The student demonstrates good knowledge of go-to-market approach. S/he can analyze and make recommendations for a chosen company’s customer development process. The student is able to leverage local and international ecosystems and networks when developing his/her/a venture. The student is able to analyze and make recommendations for appropriate tools.
Assessment criteria - grade 5
The student demonstrates advanced knowledge of the go-to-market approach. S/he demonstrates excellent skills and abilities in analyzing and recommending a chosen company’s customer development process. The student is able to compare and leverage local and international ecosystems and networks efficiently when developing his/her/a venture. The student demonstrates professionalism in analyzing and making recommendations for choose appropriate tools.