Master - Media and Technology
Management:
'Entrepreneurship / Project'
(SS '18)
C. Loebbecke
2 SWS, 6 CP
Fridays, 12:30 noon - 5:30 pm, Dates: see below
Location: HS XXIII (WiSo-Building)
Start: Apr. 20, '18
Held in English (some knowledge of German is
advantageous, but not required)
"Do it, do not just talk about
it!"
Mandatory Pre-Assignment - see below
22nd MTM TradeFair
on July 6, '18!
In the course, students will develop - during an iterative and
interactive process - an idea and a business concept for an innovation, i.e.,
'their' MTM project or 'their' MTM-venture. core are
the presentation and the underpinning business considerations. Students choose
between an MTM venture and an MTM product or service innovation:
MTM Venture: Students set up a business plan for a one-product
company. Important is the realistic presentation of the profit potential
including costs and revenue ('How will you make
money?'); we are NOT looking for prototypes etc.
MTM Product or Service Innovation: Students set up a business
plan for a new product or a new service in a given company setting / product
portfolio. Important is the realistic presentation of the profit
potential including costs and revenue ('How will you make money?'); we are NOT
looking for prototypes etc. The option requires disclosing the company context.
22nd MTM TradeFair
On July 6, '18, students will
present their course results in the 'Foyer des Hörsaalgebäudes'
to the public.
An independent jury will decide which group will win the TradeFair
Award.
Group formation: Group formation
will take place in the first session by the professor.
Registration details are shown
below.
Apr. 20 (mandatory kick-off), May 18, June 15, June 29, July 6 (TradeFair / Final Presentation !) - all '18 - first three
sessions in HS XXIII.
[Within the time slot 12:30 noon - 5:30 pm, a later begin or an earlier
ending are possible; details to be shared during the course.]
Pre-Assignment due Apr. 11,
'18, 11:00 am via eMail
Successful business models / value creation require - very simplified - revenue
generated from the product / service outweighing the cost of providing /
offering it.
Choose any specific company / product / service that you think belongs
to the so-called 'sharing economy'. Make sure you distinguish / decide between
the platform provider and the service providers on the platform (e.g., Uber and
driver, etc.).
·
Illustrate the specific business
model (no further details on the company/product/service): what does it take and
who pays for what? How does it generate positive business numbers, e.g.,
revenue larger than costs (do not provide any actual numbers from the press /
company websites, but illustrate …) - 50 words.
·
Provide two analytic
arguments (do not guess about market growth or user preferences!) for and two
against the sustainability of the business model - write just enough to clarify
the different arguments (e.g., from pricing, costs, economics, regulation) and
how they work 'for or against' - 100 words.
·
Comment (your view!) on
the sustainability of the business model (arguments are more important than
assessment) - 100 words
·
Reflect one main argument
pro or contra the sustainability of the business model against one recent (published
2007-1017) academic journal paper. How does the paper / argument relates to
your example (do not look for a paper that covers the same company, instead search
a more general / theoretical / scientific argument for or against the sustainability)
- 50 words.
Formalities:
From your sMail account, please
send an eMail to
claudia.loebbecke <at> uni-koeln.de AND to denis.niederle < at> uni-koeln.de and attach a
non-protected word file.
eMail subject line: MTM-Entre-I-Lastname (Lastname only, no
accent etc!)
File name: MTM-Entre-I-Lastname (Do not
forget the hyphens, do not include spaces or anything else in the filename!)
Have your name, Matr. Number, sMail address, study program, and begin of program (1st
master sem.), your chosen task/title, then continue on the same page. One page
in total!
Times New Roman 12 pt, single-spaced,
scientific writing style, references IN THE TEXT (no footnotes) with a complete
reference list (if you have at least one source) formatted appropriately with
all required information (see mtm.uni-koeln.de).
Grading
·
Pre-Assignment (10%, individual)
·
Intermediate concept (ppt
and presentation) (20%, group)
·
Active participation on all dates (20%, individual)
·
Final presentation (30%, group)
·
Final paper - based on the final presentation
(20%, group)
All grading elements have to be passed in order to pass the course.
Participation on April 20 and on July 06, both '18, is mandatory for passing
the course.
© Department of
Media and Technology Management