Marc Gruber: Catalogue data in Autumn Semester 2022

Name Dr. Marc Gruber
E-mailgruberm@ethz.ch
DepartmentManagement, Technology, and Economics
RelationshipLecturer

NumberTitleECTSHoursLecturers
373-0102-00LEntrepreneurial Marketing & Sales Restricted registration - show details
Only for CAS in Entrepreneurial Leadership in Technology Ventures.
1 credit2GM. Gruber, B. Clarysse
AbstractThis is the third knowledge module within the CAS ELTV. During this module, we will discuss important themes concerning entrepreneurial team formation and management and practice elements in interactive workshops. The module will be extended by intermediary project review meetings.
ObjectiveThis module enables participants:
- To understand customer needs and the respective markets
- To practice and optimize successful communication with and towards existing and future customers (e.g., strategic selling, key account management, communication tools)
- To understand and use different pricing techniques for technology products and services, both in B2C and B2B contexts,
- To select appropriate strategies to build up effective sales channels and calculate and optimize respective funnel KPIs and assess the implications on the venture's business model and organization (e.g., lead management, funnel metrics, etc.)
ContentThis module exposes participants to important customer development and market research strategies, with the goal to build competencies in several customer-​facing activity domains of the growing venture. Key module themes span the pricing of technology products and services, both in B2C and B2B contexts, the effective build-up of sales channels and funnels, and the successful communication to existing as well as future customers.
Lecture notesSee Online Platform
LiteratureSee Online Platform
Prerequisites / NoticeThis module is for CAS ELTV Participants only.