Dream Labs II - Developing New Business Models
Dozent:innen: Prof. Dr. Oliver EmrichKurzname: Dream Labs II
Kurs-Nr.: 03.996.4330
Kurstyp: Projektseminar
Voraussetzungen / Organisatorisches
- Von den Studierenden wird erwartet, dass sie bei allen Teilen des Kurses anwesend sind.
- Prüfung: Projektpräsentation (mündlich; 100% (60% Individualbenotung und 40% Gruppenbenotung)).
- Unterrichtssprache: Der Kurs enthält sowohl Unterrichtseinheiten auf Deutsch als auch Unterrichtseinheiten auf Englisch
Empfohlene Literatur
Literatur wird bei der Kick-Off Veranstaltung sowie während dreier Workshops zur Verfügung gestellt.
Inhalt
Dream Labs I: Inspired by new challenges of digital technologies and a transforming customer landscape, the management of campaigns across communication and distribution channels (i.e., omni-channel marketing) has changed. Top-down approaches, in which consumers are unidirectionally informed at traditional marketing touchpoints, have become less feasible. Instead, successful marketing campaigns often create experiences across the whole customer journey and require bidirectional relationships with customers.Dream Labs II: Digital technologies challenge managers to rethink the value proposition of their companies and develop new concepts that may result in new products, services or even new business models. Managers increasingly use design thinking to envision new approaches for addressing and influencing customer preferences in the market.
As such, managers increasingly try to embrace newly enfolding consumer trends in a fast and agile management approach. In addition, competence profiles of managers are about to change. While skill sets had been traditionally separated into data-analysts and creatives, modern marketing managers are now required to combine analytical skills with creativity.
In this course, students will develop a management concept for a real-world problem in omni-channel marketing (Dream Labs I) or new product / service / business model development (Dream Labs II). They will conduct all steps from conceptual development, empirical research and data analysis to final project presentation. Methods offered in the project seminar range from classical market research to more modern design thinking approaches. The course uses a modern didactic concept of lectures, team work and flipped classroom learning modules.
The learning perspectives are two-fold: Students will receive managerial insights into project management and management feedbacks on their own concepts as well as relevant theories and methods as „tools“ for all phases of their project management. Teams of students will creatively apply those managerial and theoretical insights into the development of the management concept. Expert workshops will enable them to acquire new skills in outlining their management concepts using storytelling and visualization techniques. Students will perform an encompassing project presentation including conceptual development, empirical research, storytelling & visualization as well as management & research implications.
- Learn from theory and management practice how to set trends in omni-channel marketing (Dream Labs I) / how to develop new products, services, and business models (Dream Labs II).
- Develop competence and skills on how to develop management concepts by applying your learnings to real-world problems in omni-channel marketing / management
- Understand how to integrate and translate scientific findings into management concepts
- Use team work effectively to combine systematical research and development with creativity
- Perform a conclusive, captivating, and persuasive project presentation.
Im Sommersemester 2024 wird Herr Tim Inteeworn, Gründer und CEO von ITIM, den Studierendenteams als unternehmerischer Gastdozent Feedbacks geben und deren Entwicklungsprozess mitbegleiten. ITIM, mit Sitz in Berlin und Hong Kong, lässt verschiedene Produkte zum Vertrieb herstellen, insbesondere Wohn- und Gartenartikel wie Feuerschalen, Gartenmöbel, Hochbeete und Pflanzgefäße. Der Vertrieb wird im sogenannten FOB Geschäft zwischen ITIM und deren Kunden (B2B Geschäft) sowie im Online Geschäft mit Endkunden (B2C Geschäft) unter der Domain www.stoneston.com abgewickelt. Die Produktentwicklung stellt dabei einen zentralen Erfolgsfaktor dar.
Zusätzliche Informationen
Übersicht Termine:
Scientific Management Workshop: Do, 02.05.2024, 9-18 Uhr
Conceptual Phase: Mo, 06.05.2024, 14-18 Uhr
Applied Management Workshop: Fr, 17.05.2024, 13-18 Uhr
Methodological Phase: Mi, 22.05.2024, 9-13 Uhr
Analytical Phase: Mi, 05.06.2024, 10-12 Uhr
Storytelling with Data: Mo, 10.06.2024, 9-18 Uhr
Online-Consultation: Mi, 19.06.2024, 10-12 Uhr
Online-Consultation: Mi, 26.06.2024, 10-12 Uhr
Final Project Presentation: Fr, 28.06.2024, 9-18 Uhr
Termine
| Datum (Wochentag) | Zeit | Ort |
|---|---|---|
| 02.05.2024 (Donnerstag) | 09:00 - 18:00 | kleiner Dekanatssaal FB 03 |
| 06.05.2024 (Montag) | 14:00 - 18:00 | 00 311 HS VI 1121 - Haus Recht und Wirtschaft II |
| 17.05.2024 (Freitag) | 13:00 - 18:00 | 00 311 HS VI 1121 - Haus Recht und Wirtschaft II |
| 22.05.2024 (Mittwoch) | 09:00 - 13:00 | 00 311 HS VI 1121 - Haus Recht und Wirtschaft II |
| 05.06.2024 (Mittwoch) | 10:00 - 12:00 | 00 001 Infobox 1222 - Ausstellungs-Pavillion |
| 10.06.2024 (Montag) | 09:00 - 18:00 | 01 130 RW 6 1226 - Haus Recht und Wirtschaft I |
| 19.06.2024 (Mittwoch) | 10:00 - 12:00 | Online-Consultation |
| 26.06.2024 (Mittwoch) | 10:00 - 12:00 | Online-Consultation |
| 28.06.2024 (Freitag) | 09:00 - 18:00 | 00 715 HS 10 1111 - Hauptgebäude |
