Prof. Michael Swenson, Christensen Professor of Marketing at the Department of Marketing and Global Supply Chain at Brigham Young University in Utah, USA, stayed at Pforzheim University these past two weeks to teach “Entrepreneurial Marketing”. 

The course is the result of a ten-year study that compares and contrasts why some start-up companies succeed in their marketing strategies and why others don’t. The major premise of the course is that the traditional marketing strategies and tactics of Fortune 500 companies simply don’t work for start-up companies. The research findings are presented as a mixture of principles and best practices of entrepreneurial marketing.

Students from the MBA International Management, the master’s program Corporate Communication Management and exchange students participated in that course and involved in a valuable learning experience.