Key steps to identify your most promising market
MGT-645 / 2 credits
Teacher(s): Gruber Marc, Tal Itzkovitch Sharon
Language: English
Remark: Course starts on February 16 and ends on April 3. Online & weekly course. You can bring your own projects.
Frequency
Every year
Summary
In this course, participants will learn how to identify and evaluate market opportunities stemming from new technologies. It is targeted to everyone who seeks to create a startup or wants to understand critical steps in the innovation process.
Content
New technologies generate a range of new business opportunities: they can be applied to create different offerings that address the needs of different types of customers. In this hands-on course, participants will learn how to identify and evaluate market opportunities stemming from an innovative technology, and how to set the ground for a successful entrepreneurial endeavor.
This course pursues three main goals:
(1) to understand the process of market opportunity identification and evaluation in the context of new technologies;
(2) to acquire a practical business tool (the Market Opportunity Navigator) for identifying, evaluating and prioritizing market opportunities for a core technology;
(3) to apply this know-how on your own technological invention (or, a technology from the lab), and gain hands-on experience in this critical choice.
During this course, participants will work on developing a commercialization strategy for an advanced technology, ideally coming from their lab. They will apply tools and skills to identify and evaluate business opportunities stemming from this innovation, so that they can create and capture significant new value.
Learning Outcomes
By the end of the course, the student must be able to:
- Identify different applications and costumers for innovative technologies
- Assess / Evaluate The value creation potential of a market opportunity
- Assess / Evaluate The challenges in capturing value for each market opportunity
- Establish Set a promising strategic focus
- Understant the complementing nature of the Market Opportunity Navigaor to other well-known business tools and as part of the learn startup toolset
- Gain practical first steps in commercializing the inventions they develop in the lab
Resources
Bibliography
Gruber, Marc / Tal, Sharon - Where to Play: Three steps for discovering your most valuable Market Opportunities. Financial Times / pearson 2017.
Notes/Handbook
Course starts 2026, Feb 16, ends April 3
Websites
Moodle Link
In the programs
- Exam form: Multiple (session free)
- Subject examined: Key steps to identify your most promising market
- Courses: 32 Hour(s)
- Exercises: 16 Hour(s)
- Project: 32 Hour(s)
- TP: 16 Hour(s)
- Type: optional