LFU:online

Institut für Banken und Finanzen Institut für Banken und Finanzen

Dr. Ingo Gächter, MA Dr. Ingo Gächter, MA

434454

VO Internationales Management: International Entrepreneurship

VO 2

4

Only for IWW students who have already completed their compulsory year abroad and ERASMUS exchange students - English language knowledge at a high level!

Block

semestral

Englisch

You learn how to develop a professional business plan for modern markets. You discover a new way of thinking in international entrepreneurship: Fascinating companies like Google, Red Bull or Asian companies often "think differently". Apply the new worldview of the "Social Media and Google era" on a business plan of your own choice that you develop. Finally, you will be able to evaluate the quality of business plans on the basis of key performance indicators.

The central focus of this seminar is on international entrepreneurship strategies and successful business plans realized by market leaders. In this seminar you will discover that consumers do not buy material products anymore. Instead, they pay for real adventures, experiences, feelings and fun. Therefore, as an international entrepreneur you have to learn how to “play” and communicate in the modern world of media, business and entertainment. Surprisingly, futurologists predict: Not information (technology), but pictures and stories are the most important raw materials of successful entrepreneurs in the 21st century. The power of the Red Bull is his myth in pictures and stories. This will be true for most international entrepreneurs on future markets.

First, you will discover how modern and future market leaders target human emotions. Second, you will develop a business plan of your own choice (optionally in a group of 2 people). Regular feedback and real cases will help you to achieve astonishing results. Finally, you will be the "author" and owner of a fascinating business plan that you eventually might want to realize soon.

Your business plan (50%) and a final written exam (50%).

Donald F. Kuratko and Richard M. Hodgetts. Entrepreneurship: Theory, Process, Practice; 8th edition. South-Western College Pub; 8 edition, 2008 Sabine, Buchholz. When a brand gets wings: Red Bull's secret of marketing success. Grin Verlag, 2008 Hiltunen, Ari. Aristotle in Hollywood: the anatomy of successful storytelling. Bristol Intelect Books: 2002 Jensen, Rolf. The Dream Society. McGraw-Hill, New York: 1999

Mo, Oct 8th 14.30-15.00, SR 19 (Sowi) - 1st session compulsory !!
Beginn: 1st session compulsory