The course comprises 13 sessions of 4 hours duration. The first
seven weeks will be used for teaching (lectures, case analysis,
guest lectures, discussions etc). Alternate lesson is taught by CBS
and DTU instructor. The last six weeks are allocated for project
work where students in their groups APPLY the knowledge from the
lessons to create commercialization/Business plans. Working space
will be provided at DTU and CBS during the project weeks.
The aim of this course is to create the opportunity for students
with different academic orientation (CBS, DTU) to work together
developing commercialization strategies for technologies that are
created in university laboratories.
The course will introduce students to theories, models and tools
that are central to the identification, development and
commercialization of new technologies. It will draw from
entrepreneurship, economic, management, marketing, organization and
strategy. Key concepts of entrepreneurship and innovation will be
merged to create a cohesive course content to include how to
efficiently and effectively evaluate promising ideas to determine
their commercial potential.
Læringsmål:
En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:
Chose an appropriate business model for a specific product,
organization and market
Understand and evaluate patents and IP
Develop business strategies and plans for their
implementation
Suggest an appropriate company structure and organization
Understand different funding models
Establish customized marketing, sales and pricing strategy
Organize work in cross-disciplinary teams
Effectively communicate important aspects of the business plan
to workgroup members and other stakeholders
Kursusindhold:
• The Business Plan
• Opportunity Recognition: Defining Commercial Potential
• Business Models & Entry Strategy
• Market Development & Customer Test
• Intellectual Property & Financing Technology Ventures
• Demonstration – Prototype development and testing
• Pitching
Litteraturhenvisninger:
Blank, S. G., & Dorf, B. (2012). The startup owner's
manual: The step-by-step guide for building a great company.
K&S Ranch, Incorporated.
Dogovona, L. and Renault M.E. (2009). What do business models do?
Innovation devices in technology entrepreneurship. Research Policy
38: 1559-1570
Latour, B., (1991), 'Technology is society made durable',
in Law, J., (Eds.), A sociology of monsters: essays on power,
technology and domination, Routledge
Moore, G. Crossing the Chasm. Revised ed. New York, NY: Harper
Collins, 1999 - chapter 1 "High-Tech Marketing Illusion,"
and chapter 2 "High-Tech Marketing Enlightenment.
Sahlman, W. 1997. “How to Write a Great Business Plan.” Harvard
Business Review
Teece, D. 2010, “Business Model, Business Strategy and Innovation”
Long Range Planning.
Bemærkninger:
The course is a collaborative project of DTU Fotonik, DTU
Management and CBS and teaching is done at both DTU and CBS.
DTU Fotonik students will be obliged to choose a photonic based
case.
Mulighed for GRØN DYST deltagelse:
Dette kursus giver den studerende en mulighed for at lave eller
forberede et projekt som kan deltage i DTUs studenterkonference om
bæredygtighed, klimateknologi og miljø (GRØN DYST). Se mere på
http://www.groendyst.dtu.dk
