INN518 Commercialisation and financing of technology and innovations

Course description for academic year 2021/2022

Contents and structure

The course aims to give holistic and cross-disciplinary knowledge on commercializing and financing innovations. The course has three parts: 1) business economics and finance, 2) marketing, 3) business models and innovation methodologies.

In part 1), we cover basic economic principles and methods. Students get knowledge on issues and methods related to investments, financing and financial questions that are particularly relevant to start-ups. Students will also learn to understand the process of venture-financing. This will enable them to conduct a financial analysis and valuation, from both an investor and entrepreneurial perspective.

In part 2), the students acquire basic knowledge of consumers (Business-to-Consumer (B2C) marketing) and industrial customers (Business-to-Business (B2B) marketing). This part of the course focuses on buyer behaviour and decision-making processes that have consequences for marketing strategies, in both B2C and B2B in the domestic and international markets.

In part 3), the students get an introduction to business model thinking. Here we focus on understanding and using different tools for developing business models. We also give and introduction to Design Thinking, which is a user-oriented and prototype-driven innovation method and tool , aiming to develop new technology, new products, and business models. Design Thinking is fundamentally cross-disciplinary, and connects knowledge about users/customers, technology and finance, making it an efficient and effective tool for problem solving.

The course aims to provide updated knowledge as well as to address practical implications. We invite guest lecturers from tech companies, investor milieu and engineering s to tell about their experiences and strategies for commercializing and financing technology and innovations.

Learning Outcome

Knowledge:

The student has in depth knowledge about:

• The marketing of innovations in Business-to-Consumer (B2C) and Business-to-Business (B2B) markets

• Business models for innovations and different tools for developing business models

• Design Thinking innovation methods and tools

• fundamental economic and financial concepts, methods, and terminology

• how start-ups can be financed

Skills:

The student can:

• identify relevant marketing strategies aimed towards Business-to-Consumer (B2C) and Business-to-Business (B2B) markets

• critically assess existing business models

• apply different tools for developing business models,

• conduct basic financial analysis, based on accounting information and other relevant data,

• strategically assess alternative methods of financing innovations

General competence:

The student:

• can analyse and make independent judgements on strategic choices related to commercializing and financing technology and innovations,

• has knowledge about different users/customers and their buyer behaviour and can develop relevant marketing strategies,

• has cross-disciplinary understanding about commercialization and financing of technology and innovations and can apply relevant tools and methods in the commercialization process.

Entry requirements

The same as for the Master’s degree.

Teaching methods

The teaching combines lectures, guest lectures (tech companies, investors, and engineers), cross-disciplinary group assignments, student active seminars, practical assignments and student presentations. Students are expected to take an active role in the classroom, and especially during the seminars, by asking questions, making presentations, participating in discussions, as well as demonstrating their critical thinking. Students will also work in groups on the assignments based on Design Thinking methods and tools.

Course requirements

These compulsory course requirements must be approved before the student can take the exam.

Course requirements:

- Compulsory participation at guest lectures

- Two presentations (in groups) to be held at seminars (linked to part 2 - B2C and B2B)

- Oral presentation (also in group) of the practical assignment based on innovation methods and tools

Approved requirements are valid in the semester of the exam, and the consecutive 3 semesters.

Assessment

• A written, individual assignment in marketing (B2C and B2B) (40%)

• Individual written exam in business economics and finance, 3 hours (60%)

Grading A-F, F is failed.

Examination support material

Standard, non-programmable calculator

More about examination support material

Course reductions

  • MOØ202 (1) - Marketing Management - Reduction: 2 studypoints
  • MOØ201 (1) - Financial Management - Reduction: 3 studypoints