Ulysseus: CURATE MOOC

Department

International Program

Course unit code

IFLV6648

Number of ECTS credits allocated

Name of lecturer(s)

Dr. Lichtmannegger Susanne

Mode of delivery

distance learning/e-learning

Recommended optional program components

none

Level of course unit

Bachelor

Year of study

Fall 2026

Semester when the course unit is delivered

Language of instruction

English

Learning outcomes of the course unit

Through active participation in this course, participants will be able to:

- Describe key concepts related to business models, value propositions, market analysis, sales, marketing, startup financing, and intellectual property rights.

- Explain how AI tools can support entrepreneurial decision-making, market research, and business development.

- Discuss the ethical, legal, and strategic implications of AI in entrepreneurship.

- Apply AI-driven tools to validate business models, create value propositions, analyze market trends, optimize sales and marketing, explore startup financing options, and evalute potential issues with Intellectual Property Rights.

- Assess business ideas and refine them based on feedback and iterative development.

- Evaluate the feasibility, scalability, and impact of AI-driven business innovations.

Course contents

Module 1. Value Proposition
Workload: 8h

- Explain what a value proposition is and describe its key components and purpose in communicating how a product or service creates value.

- Identify and describe the key components of the Value Proposition Canvas (Jobs, Pains, Gains, Pain Relievers, Gain Creators), demonstrating an understanding of how each clarifies customer needs.

- Apply the Value Proposition Canvas to their entrepreneurial solution by identifying and articulating specific customer Jobs, Pains, and Gains relevant to their commissioning company.

- Analyze the fit between their entrepreneurial solution (Pain Relievers and Gain Creators) and the customer’s needs, demonstrating strong alignment with customer expectations.

- Use targeted trigger questions to uncover deeper insights into the commissioning company’s Jobs, Pains, and Gains, and integrate those insights to enhance the relevance and value of their entrepreneurial solution.

Module 2. Business Model
Workload: 9h
Describe the nine building blocks of the Business Model Canvas (BMC) and explain how each block contributes in a clear and practical way.

- Explain the connection between Customer Segments and Value Propositions.

- identify and select appropriate Channels and Customer Relationships for specific Customer Segments.

- Analyze and outline initial Revenue Streams and Key Resources needed to implement the business model in practice.

Module 3. Market Research, Competition and Sizing
Workload: 10h

- Identify key sources and methods for conducting market research, including industry trends, customer insights, and competitor data.

- Analyze the competitive landscape of your chosen industry using tools such as Porter’s Five Forces and SWOT analysis.

- Identify and evaluate potential gaps or opportunities in the market for your solution by comparing customer needs with competitor strengths and weaknesses.

- Identify what makes a market attractive by evaluating growth, economic strength, and size.

- Explain the concepts of TAM, SAM, and SOM and their importance in showing market potential.

- Apply both top-down and bottom-up approaches to estimate market size realistically.

- Evaluate whether a market is scalable and attractive enough for investment or long-term business development.

Module 4. Sales, Customer Understanding and Pitching
Workload: 11h

- Explain the role of sales in the entrepreneurial journey
- Identify and define relevant B2B customer groups
- Apply the B2B Persona Canvas to map goals, pains, and decision-makers
- Recognize key factors that influence purchasing decisions in a B2B context
- Describe the purpose and structure of a B2B pitch
- Communicate your solution clearly and concisely
- Explain the value of your business model and what makes it credible
- Identify core pitch elements including team, market, and next steps

Module 5: Marketing: Positioning, Journey Design, and Metrics
Workload: 10h

- Identify key differences between B2C and B2B marketing contexts. Comparison
Explain the role of positioning in communicating a solution’s unique value to a specific target group

- Apply a positioning statement framework to draft a clear positioning statement.

- Construct a mini-persona based on the B2B Persona Canvas and Value Proposition Canvas insights.

- Interpret the concept of a customer journey and describe the relevance of touchpoints at each stage.

- Design distinct marketing messages aligned with your solution’s

- Differentiate between message types based on their communication goals and format

- Select and justify relevant marketing metrics for your strategy

- Evaluate how messaging and metrics support your approach

Module 6. Sources of Finance for Startups
Workload: 9h

- Identify the key characteristics of businesses that are well-suited for bootstrapping.

- Assess whether your business idea aligns with bootstrapping by evaluating start-up investment needs, burn rate, and cash flow management.

- Understand how to effectively control cash flow and implement a structured business plan for sustainable growth.

- Recognize the feasibility of growing your business as a part-time founder while maintaining financial stability.

- Determine when external funding is necessary based on business needs, burn rate, and cash flow dynamics.

- Understand the expectations and commitments of fundraising, including the requirement to operate as a full-time founder.

- Develop a solid business plan and financial strategy to attract investors and secure funding successfully.

- Explore different funding options, including public grants, scholarships, company builders, accelerator programs, pitch competitions, crowdfunding, and loans.

- Evaluate the advantages and limitations of various funding models to determine the best fit for your start-up.

- Make informed decisions about the most suitable funding strategy based on your business goals and financial situation.

Module 7. Intellectual Property and Trademark
Workload: 15h

- Understand the importance of IPRs for businesses, entrepreneurship & innovation

- Know how to identify and distinguish the different IPRs and their respective regimes

- Know about the various options for IPRs management

- Know the relevant processes related to IPRs and how to inquire/use existing support for IP, particularly for young entrepreneurs and SMEs.

Work placement(s)

none

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