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Marketing Entrepreneurship Lab

marketing for Start-ups

The Marketing Entrepreneurship Lab will enable you, as a student at TUM, to join decisively in designing the first steps for a start-up. We shall support you in putting your business on the right path. The task of Marketing Entrepreneurship Lab for the TUM start-up is to make a decisive contribution to strategic marketing, market research and product launch

How you will benefit:
  • You will learn how to understand the processes involved in recognising and developing growth-oriented business ideas.
  • You will understand and apply methods for building up entrepreneurial teams.
  • We show you tools for systematic analysis of customer profiles and optimising the value proposition.


The application procedure is closed. The next application period will be announced here.

Your personal contact

Björn Maurer

Bianca Zwiebler-Schmalz

Project Leader Technology Transfer
Entrepreneurial Network

+49 89-18 94 69-1422
@ zwiebler-schmalz@unternehmertum.de

The most important aspects at a glance

  • cost

    Attendance is free of charge.

  • Format


  • Duration

    several weeks

  • target group

    students of TUM on the following master's courses:

    • TUM-BWL
    • TUM-WIN
    • TUM-WITEC and
    • TUM-NAWI
  • Credit Points

    The Marketing Entrepreneurship Lab may be incorporated as a selective compulsory module in the above master's courses within "Marketing, Strategy and Leadership" as an industrial-economics special subject and is weighted at 6 ECTS.

    Marks are awarded for presentation at the results workshop (25%), active contribution (25%) and a final essay to be submitted at the end of the seminar.

Contents and sequence

  • content

    The seminar will begin with a four-day block programme. There you will receive as a student the skills necessary to handle relevant questions and to form a team. In the following weeks you will consider the topics individually in teams. The start-ups will be available to you regularly for consultation. Experienced staff from TUM Entrepreneurs will supervise you and provide you with the knowledge and expert contacts relevant to the start-up. In addition, regular status meetings will be held, at which interim results can be discussed with the start-up team and supervisors.


    At the concluding presentation during the results workshop the teams will be given an opportunity to present their results and ideas to a plenum of two to three experts, and to receive professional feedback.

  • Central questions
    • How, among numerous application scenarios, do I focus on the most relevant and thus prepare my market launch?
    • How do I develop business models and test them?
    • How do I develop customer and product profiles?
    • How do I position products in new markets?
    • How do business strategy and business model merge together?
    • How do I prepare for market launch?

Important dates

  • Four-day block programme: 17 to 20 October 2016
  • Results workshop: 8 December 2016
  • Submission of written assignment: 9 January 2017