Study Guide

Objectives (course unit)

Go-to-Market -plan is an 8-week sprint where you will develop ideas from experiment to a concreate and sustainable launching plan – to create value and impact. You will co-operate and work in a multidisciplinary team together with the idea creator/owner.

After the course you:
- understand the different phases in a commercialization process
- can apply knowledge and modern business development tools
- can use lean methodology and customer centricity for a launch plan
- can work together in a multidisciplinary team and co-operate with others to develop ideas and turn them into action
- can develop your resilience, creativity and self-leadership skills as well as co-operation and networking skills
- can identify ideas and opportunities and seize/apply them to a launch plan
- can assess the consequences and impact of ideas, opportunities and actions

Content (course unit)

This course focuses on real life cases. The program supports moving from experiment phase to commercialization phase:

- How to turn an idea to create many-sided value?
- Customer centric idea development: learning quickly from success and failures
- How to use digital platforms/tools to evaluate the idea and creating business?
- Modern sales and marketing

The program is facilitated by a commercialization coach. The process is:
1) new information
2) active dialogue
3) explorations
4) summarizing

The development cycle is based, where applicable, Scrum and Lean Startup methodologies, TAMK Proakatamia's model of team learning as well as Massachusetts Institute of Technology’s (MIT) Disciplined Entrepreneurship framework.

Further information (course unit)

We recommend taking the Introduction to Entrepreneurship -course or similar knowledge before registering to this course.

Assessment criteria, pass/fail (course unit)

Approved when you have demonstrated commitment and productivity in 8-week srint. You can do it by showing to understand the assignment, being capable to provide ideas, seeking for solutions and making a presentation that is understandable to the team. You can run an experiment to the business idea and can independently describe the occurred commercialization process, its phases and outcome.

Failed if you cannot describe what was done during the commercialization process, its phases, methods and outcome. You have not gained the knowledge required to run a commercialization project.

Location and time

Joint weekly sessions 7.3.2022-25.4.2022 on Mondays from 12.15 to 16.00. If the corona situation allows, we’ll meet at City Centre campus (room A05), otherwise the sessions will be held online.

Assessment methods and criteria

Student activity: attending joint coaching sessions and participation in teamwork. Given and received feedback from other team members. Business partner feedback. Self-reflection. Learning outcomes: written output and performance. Meetings and discussions with a coach.

Assessment scale

Pass/Fail

Teaching methods

Joint weekly coaching sessions between 7.3.2022-25.4.2022 on Mondays from 12.15 to 16.00. If the corona situation allows, we’ll meet at City Centre campus (room A05), otherwise the sessions will be held online. Tools and materials distributed in sessions. Teamwork to solve the client's go-to-market challenge. Individual coaching sessions or coaching sessions between the team and the coach. Lectures and materials of other professionals.

Learning materials

-Pre-course assignments that will be available two weeks prior the course start
-Materias distributed during the course
-Materials provided by the client on the go-to-market challenge to be solved
-Materials acquired by students
Literature recommendation:
-Aulet, Bill: Disciplined Entrepreneurship: 24 Steps to a Successful Startup (Wiley), ISBN: 978-1-118-69228-8 (e-book available at Tampere University Library)
-Aulet, Bill: Disciplined Entrepreneurship: Workbook (Wiley), ISBN: 978-1-119-36579-2 (e-book available at Tampere University Library)

Student workload

5 ECTS = 135 hours
Joint coaching sessions 26 h
Contacts with stakeholders 9 h
Teamwork 50 hours
Independent work 50 hours

Content scheduling

Themes:
Week 1 - Kick-off: introduction, team building, goal setting
Week 2 - Who is your customer?
Week 3 - What can you do for your customer?
Week 4 - How does your customer acquire your product/service?
Week 5 - Sustainable business modelling
Week 6 - How do you design and build your product/service?
Week 7 - How to pitch?
Week 8 - Final presentations, feedback

Further information

We recommend taking the Introduction to Entrepreneurship -course or having similar knowledge before registering to this course.

https://hubs.fi/en/studies/study-calendar/go-to-market-plan-2/
https://hubs.fi/en/studies/study-calendar/introduction-to-entrepreneurship/

Assessment criteria - pass/fail (Not in use, Look at the Assessment criteria above)

Approved when you have demonstrated commitment and productivity in 8-week sprint. You can do it by showing to understand the assignment, being capable to provide ideas, seeking for solutions and making a presentation that is understandable to the team. You can run an experiment to the business idea and can independently describe the occurred commercialization process, its phases and outcome.

Failed if you cannot describe what was done during the commercialization process, its phases, methods and outcome. You have not gained the knowledge required to run a commercialization project.