Subject description GTM5100

Startups and innovation projects face a real challenge in moving from ideation into implementation. What they need is traction - real customer growth.

This course is about how to get this traction from the first very important customers for a new product or new service and how to retain and develop customers by nurturing long-term, omni-channel relationships with them. By systematically applying innovative concepts and frameworks for a company's go-to-market strategy, students will learn how to use data and experimentation to improve the chances of getting real customer growth at speed.

The course will cover the key points of difference in the world of start-ups, specifically the need to approach the process from a Lean perspective, where speed to market is emphasized through a process of testing and validation. Students will learn how to bring core strategic process together with design thinking methodologies to build insights into market opportunities and to assess customer segments. Additionally ,the course will cover all the key elements in a go-to-market strategy from the use of data to guide decision-making, distribution channels and the use of partnerships, and marketing and sales strategies and practice.

Content

1.Introduction to Growth Hacking

2. Lean Startup and GTM-strategy

3. Assessing the market

4. Customer segmentation and positioning:

5. Data-driven GTM strategies

6. Distribution strategies and partnerships

7. Word-of mouth and social media marketing

8. Search engine marketing

9. B2B perspectives

10. Public relations and content marketing

Knowledge

The student...

• should be able to critically reflect on the theories, concepts, tools and cases covered in the course
• has knowledge as to how start-ups and innovators develop and knows how to implement go-to-market strategies
• has knowledge as to the use of data in making and implementing decisions
• can document and argue for the relevant frameworks, theories, models, methodologies and tools in go-to-market strategy and marketing for innovative products/services

Skills

The student...

• can identify key points, and critically reflect on these, in the go-to-market processes for a new product/service
• can apply concepts, tools and cases covered in the course on a real business-case (student's own idea/business or an existing startup/innovation)

General Competence

The student...

• can create an effective process (including research, ideation and implementation) to realise a business opportunity
• is able to adapt the knowledge and skills acquired in the course to solve problems in new fields of activity and contexts
• can plan and execute go-to-market strategies in collaboration with others

Master of Innovation Management (specialization course)

Master of Strategic HR (elective)

Master of Strategic Communication (elective)

The course will combine online lectures, virtual discussions, and project work. The course includes a project where the students will apply the frameworks learned to a real-life case.

Preparation for classes (reading literature and cases) - 60 hours

Participation in class - 36 hours

Exam (write project on a real business-case) - 106 hours

Total hours 202

The course will combine theory with practice and will involve the student working with a live case.

No compulsory activity in this course.

Exam type: Written home examination in group (2-5 students) (individual with approval of teacher).

Duration: 4 weeks

Grading scale: The Norwegian grading system using the graded scale A - F where A is the best grade, E is the lowest pass grade and F is fail

Weighting: 100 % of overall grade

Support materials: All support materials are allowed

Resit exam: 72-hour individual written home examination with a new assignment.