Start-Up Strategies
Niveau
1.Semester Master: 1. Study cycle
Learning outcomes of the courses/module
The students:
• know the basics of start-up management and related strategies.
• can apply different tools and techniques in the development of (digital) start-up strategies.
• know strategic approaches in start-up management.
• understand the relevance of start-up management in transformation management.
• know the basics of start-up management and related strategies.
• can apply different tools and techniques in the development of (digital) start-up strategies.
• know strategic approaches in start-up management.
• understand the relevance of start-up management in transformation management.
Prerequisites for the course
1. Semester: no information
Course content
I. Basics:
• Definition of start-up and phases in start-up management
• Definition of strategy and differentiation from business model
II. Start-up management:
- Growth hacking vs. growth management
• Customer success management
• Aligning organizational structure with strategy
• Tools & techniques in start-up management
• Building and maintaining networks
III. Strategic approaches:
• Classic strategy approaches (differentiation, cost leadership, niche strategy, etc.)
• Modern strategy approaches (Agile Transformation, Product-Market-Fit, AB-Testing, Growth by Engineering, etc.)
• Tools and techniques of (digital) strategy development for start-up companies
• Definition of start-up and phases in start-up management
• Definition of strategy and differentiation from business model
II. Start-up management:
- Growth hacking vs. growth management
• Customer success management
• Aligning organizational structure with strategy
• Tools & techniques in start-up management
• Building and maintaining networks
III. Strategic approaches:
• Classic strategy approaches (differentiation, cost leadership, niche strategy, etc.)
• Modern strategy approaches (Agile Transformation, Product-Market-Fit, AB-Testing, Growth by Engineering, etc.)
• Tools and techniques of (digital) strategy development for start-up companies
Recommended specialist literature
Freiling, J., & Harima, J. (2024). Entrepreneurship: Gründung und Skalierung von Startups. Wiesbaden: Springer.
Grichnik, D., & Heß, M. (2024). Startup Navigator – Das Workbook zur Unternehmensgründung. München: Carl Hanser.
Kshetri, N. (2026). Global entrepreneurship: Environment and strategy. Abingdon, OX: Routledge.
Shephart, D. A., & Patzelt, H. (2021). Entrepreneurial strategy: Starting, managing, and scaling new ventures. Cham: Palgrave.
Grichnik, D., & Heß, M. (2024). Startup Navigator – Das Workbook zur Unternehmensgründung. München: Carl Hanser.
Kshetri, N. (2026). Global entrepreneurship: Environment and strategy. Abingdon, OX: Routledge.
Shephart, D. A., & Patzelt, H. (2021). Entrepreneurial strategy: Starting, managing, and scaling new ventures. Cham: Palgrave.
Assessment methods and criteria
Exam
Language
English
Number of ECTS credits awarded
2
Semester hours per week
Planned teaching and learning method
The course, which is mostly dialog-oriented, usually consists of the triad of practical relevance, academic structuring, and the independent development of integrative case studies from immediate professional and consulting practice.
Semester/trimester in which the course/module is offered
1