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MAN 632 Advanced Entrepreneurship (Spring 2020) – Meet Top Entrepreneurs in Class (NEW Format!)

  • 12.02.2020 - 15:21
MAN 632 Advanced Entrepreneurship (Spring 2020) – Meet Top Entrepreneurs in Class (NEW Format!)

Course Outline

Successful entrepreneurs pursue new business opportunities in a pioneering way. They significantly contribute to innovation, growth and employment generation. Meet top entrepreneurs who share their experience and insights in MAN 632 and explore their entrepreneurial challenges in real-life case studies.

In our 2020 speaker series, you meet: Victoria Seibert (Mirabesque), Christian Conrad (Magnetic Culture), Lea-Sophie Cramer (Amorelie)*, Dr. Fabian Kracht (PERI), Björn Goss (Stocard), Alexander Gossmann (Opal Analytics), Marc Langner (Good Brands)*, Daniel Treiber (Getsafe), Dirk Meurer (Vorwerk Ventures), Tobias Schüle (Foodspring).

The course takes a four-pronged approach:

  • We bring distinguished entrepreneurs to class who share their insights, lessons learned and advice on how to build and grow a business from a Business-to-Consumer (B2C), Business-to-Business (B2B) and Corporate Entrepreneurship (CE) perspective.
  • We work on real-life case studies with newly developed and most recent Mannheim Business School Cases. You will prepare your results and suggestions, present in Case Study Sessions and deepen your insights by discussing and reflecting your insights with the founders coming to class (Cases 2020: Amorelie, Stocard, Foodspring, VC-Case tba).
  • We develop tools and concepts based on an underlying strategic perspective to grow the venture. We will address and connect the four focus areas of 1) Team, Culture and Communication, 2) Growth-Oriented Marketing and Strategy, 3) Financing Growth and Exit 4) Corporate Entrepreneurship & Corporate Venturing
  • We will embark on a daylong field trip to PERI GmbH to explore corporate entrepreneurship in practice.

The blend of unique practical insights from top entrepreneurs, discussing concepts on how to advance the business with them, and theoretical insights and tools, will enable you with outstanding skills and a great network. This will support you in advancing your own venture and/or your corporate career in the future. Next to the practical insights and tools, you will also gain fundamental insights into theoretical perspectives on entrepreneurship to prepare your master’s thesis and/ or future research career.

Next to the field trip and the speaker series in this class, you are invited to MCEI's flagship events - Startup Lounges and Founder Talks. These events will further inspire you in your startup journey, connect you with our startup ecosystem and expand your network even further.



You do not need any other prerequisites to join than passion for Entrepreneurship and Startups.

The course is open to all M.Sc. MMM, M.Sc. MMBR, M.Sc. Bus. Edu., M.Sc. Bus. Inf., M.A. K&W, M.Sc. Econ. and International Students regarding the Examination Rules & Regulations. For all other disciplines: Feel encouraged to apply/ participate and we will try our best to accommodate you for credit or as a guest listener.


Learning Outcomes

By the end of this course students

  • will have gained fundamental insights into both practical and theoretical perspectives on entrepreneurship
  • have learned best practices and gained deep insights from top entrepreneurs
  • will have built a solid entrepreneurial network to advance their own business and careers
  • have gained knowledge on how investors look at new ventures
  • will be acquainted with case study training and elements of problem-based learning (PBL)
  • will have improved their case solving and presentation skills
  • have a solid foundation e.g. for a seminar or master thesis at our chair - especially for the "Inside the Venture" theses
  • have improved their problem solving capabilities

If you want to develop or advance your own startup project in class: Apply for our course MAN 633 in the Own Venture Track next to this class and/ or MAN 631 next semester. If you want to help advance an existing startup project and get the feeling of what it is like to work in a startup with all the responsibilities this brings along, join MAN 633 in the Inside the Venture Track next to this class or next semester.


Registration and Final Course Decision

Please register via the Student Portal ( during the central University of Mannheim registration period. It is not necessary to register for case study sessions upfront. We will coordinate case study groups via the MCEI pages when the course enrollment is final. You will form teams of 5-6 for this course and each team has to present 4 Cases each in the Case Study Sessions. The Case Study Sessions will be coordinated in line with your schedules upon team formation.

Next to your Portal² registration, please join our course group on the MCEI platform. Instructions will be provided throughout the first sessions and via e-mail to all students who have registered via Portal². In this class, we will not work with the University of Mannheim ILIAS system. You need the MCEI course group to obtain your study material and stay up to date regarding all course information and relevant discussions. In case you face trouble signing up, please contact the course coordinator. Click here to register for the course group!


Place and Time

  • Lecture: 11 February - 26 May 2019 (Tuesdays) from 1:45 pm - 3:15 pm, O135 Saal der Starken Marken (Schloß, Ostflügel)
  • Partner Events, Startup Lounges and Founder Talks (see Detailed Schedule below)
  • Case study presentation sessions will be coordinated at your team's convenience once enrollment is completed. The sessions will be 4x1h each (i.e., 4hrs in total). Our MCEI DesignLab will offer you lots of space - just in case you want to put your own ideas into practice next to class or want to develop your case solutions like a startup.



Final examination (50%) and 4 team Cases including 10% peer evaluation (50%).

Students who miss the Case Study team formation and the cases will fail this part of the course (constituting 50% of their grade). Dropping the class after team formation is not possible, as partial grades are obtained.


Persons in Charge

Lecturers: Prof. Dr. Michael Woywode, Dr. Fabian Kracht (PERI GmbH), Thomas Hipp, This email address is being protected from spambots. You need JavaScript enabled to view it.


Course Load and Language


Language: English


Readings and Resources

Readings & Resources:

See detailed course outline below.

Course Material:

All course material (where applicable) will be provided via the MCEI Group "MAN 632 Advanced Entrepreneurship FSS 2020". We will not use ILIAS at any point in this class. Please do not be irritated by the ILIAS option not being available.


Additional Information and Recommendation

Students are encouraged to join our Startup Lounges and Founder Talks on a regular basis (given unforeseeable circumstances in spring 2020, we will move the formats online) - they are part of your overall entrepreneruial experience. Transferring insights from class to the real world by learning from real startups and their challenges forms a substantial part of your learning. Remember that networking is an enabler of amazing opportunities. Readings are mostly designed as a self-study element for your preparation at home. They form an important basis for a sophisticated discussion from theory and practice in class and put the entrepreneurial realities into perspective. All students are expected to prepare their readings diligently. Your active participation in class will benefit you significantly in preparing for the exam, which is a continuous learning endeavor in this class rather than 1 week of learning materials by the end of class. 

Notice for repeat students: We strongly recommended you fully retake this class with regular attendance - we have changed the grading scheme and some content. 

 *to be confirmed


Detailed Schedule and Course Content for Spring 2020 (speaker sequence subject to change)!

Session 1a | 11 February 2020 | O135 Saal der Starken Marken (Schloß, Ostflügel) | 1:45 pm - 3:15 pm

Introduction & Outlook

The Basics of Startup Development


Session 1b | 11 February 2020 | Getsafe | Langer Anger 7 69115 Heidelberg| 6:00 pm - 9:00 pm

How to successfully negotiate with venture capital? Meet Getsafe CEO Christian Wiens and CFO Daniel Treiber 

Recommended Reading:

  • Ash Maurya (2016). Scaling Lean: Mastering the Key Metrics for Startup Growth (about 20 copies in library)


Session 2 | 18 February 2020 | O135 Saal der Starken Marken (Schloß, Ostflügel) | 1:45 pm - 3:15 pm

Setting Strategy

Core Readings:

  • Ireland, R.D., Hitt, M.A., Sirmon, D.G. (2003). A Model of Strategic Entrepreneurship: The Construct and its Dimensions. Journal of Management, 29 (6), 963-989.
  • Shane & Venkataraman (2000). The Promise of Entrepreneurship as a Field of Research. The Academy of Management Review, 25.
  • Teece, D.J. (2007). Explicating Dynamic Capabilities: The Nature and Microfoundations of (Sustainable) Enterprise Performance. Strategic Management Journal, 28 (13), 1319-1350.



Session 3 | 25 February 2020 | O135 Saal der Starken Marken (Schloß, Ostflügel) | 1:45 pm - 3:15 pm

Entrepreneurial Teams & Team Building

Victoria Seibert (Mirabesque GmbH)

Forming Case Study Teams (attendance is crucial - coordinate via MCEI Group upfront if you cannot attend!)


Session 4 | 03 March 2020 | O135 Saal der Starken Marken (Schloß, Ostflügel) | 1:45 pm - 3:15 pm

Startup & Communication

Johannes Britsch (contagt)

Core Readings Team, Culture & Communication:

  • Wyld, D. C., & Maurin, R. (2009). What Matters More in Growth Companies: The Leader or the Idea?. The Academy of Management Perspectives, 23(2), 95-96.
  • Katzenbach, J., Smith, D. (2000). The Wisdom of Teams: Creating the High Performance Organization. Harper Business.
  • Jenewein, W., Morhart, F. (2008). Navigating toward team success. Team Performance Management, 14 (1/2).
  • Klotz, Anthony C., et al. "New venture teams: A review of the literature and roadmap for future research." Journal of Management 40.1 (2014): 226-255.
  • Arregle, Jean‐Luc, et al. "Family ties in entrepreneurs' social networks and new venture growth." Entrepreneurship Theory and Practice 39.2 (2015): 313-344.
  • Fisher, Greg, Suresh Kotha, and Amrita Lahiri. "Changing with the times: An integrated view of identity, legitimacy, and new venture life cycles." Academy of Management Review 41.3 (2016): 383-409.



Session 5 | 10 March 2020 | O135 Saal der Starken Marken (Schloß, Ostflügel) | 1:45 pm - 3:15 pm

An Introduction to Startup Growth


Session 6 | 17 March 2020 | Web Conference (see course group for access details)| 1:45 pm - 3:15 pm

Culture & Entrepreneurship

Christian Conrad (MAGNETIC Culture)

Homework: Prepare Stocard Case


Session 7 | 24 March 2020 | Web Conference (see course group for access details)| 1:45 pm - 3:15 pm

Stocard Case due - please hand in your solutions via e-mail. 

Marketing & Internationalization (App/ Plattform B2C & B2B)

Björn Goss (Stocard)


Session 8 | 31 March 2020 | Web Conference (see course group for access details)| 1:45 pm - 3:15 pm

Growth Strategy in B2B markets

Marc Huber (OPAL Analytics)

Core Readings Growth-Oriented Marketing & Strategy:

  • Oe, A., & Mitsuhashi, H. (2013). Founders' experiences for startups' fast break-even. Journal of Business Research, 66(11), 2193-2201.
  • Webb, J.W., Ireland, R.D., Hitt, M.A., Kistruck, G.M., Tihanyi, L. (2011). Where is the opportunity without the customer? An integration of marketing activities, the entrepreneurship process, and institutional theory. J. of the Acad. Mark. Sci. (2011) 39:537-554.
  • Vanninen, Heini, Olli Kuivalainen, and Luciano Ciravegna. "Rapid multinationalization: Propositions for studying born micro-multinationals."International Business Review 26.2 (2017): 365-379.



Session 9 | 21 April 2020 | Web Conference (see course group for access details)| 10:00 am - 12:00 pm

The Growth Story of Amorelie

Lea-Sophie Cramer (co-Founder Amorelie)

Amorelie Case due by noon - please hand in your solutions via e-mail. 


Session 10 | 28 April 2020 | Web Conference (see course group for access details) | 1:45 pm - 3:15 pm

Raising growth capital to scale

Daniel Treiber (Getsafe)


Session 11a | 05 May 2020 | Web Conference (see course group for access details) | 1:45 pm - 3:15 pm

Corporate Entrepreneurship

Dr. Fabian Kracht (PERI)

Session 11b | 08 May 2020 | Field Trip to PERI GmbH | 7:30 am - 9:00 pm (full day, further information t.b.a.)

Experience Corporate Entrepreneurship & Innovation at PERI (not feasible this term)


Session 12 | 12 May 2020 | Web Conference (see course group for access details) | 1:45 pm - 3:15 pm

Venture Capital & The VC Method

Homework: Prepare Trendsetter case


Session 13 | 19 May 2020 | Web Conference (see course group for access details) | 1:45 pm - 3:15 pm

Corporate Venture Capital Perspective

Dirk Meurer (Vorwerk Ventures)

Trendsetter Case presentations due by 9am (morning sessions)

Homework: Prepare Foodspring Case


Session 14 | 26 May 2020 | Web Conference (see course group for access details) | 1:45 pm - 3:15 pm


Tobias Schüle (Foodspring)

Foodspring Case presentations due by Friday, May 29 (9am) - morning sessions

Course Wrap-Up & Q&A

Core Readings Financing Growth & Corporate Entrepreneurship:

  • Note on Financial Contracting: "Deals" (HBS)
  • Deal Structure and Deal Terms (HBS)
  • How Venture Capitalists Evaluate Potential Venture Opportunities (HBS)
  • Hellmann,T., Puri, M. (2002). Venture Capital and the Professionalization of Start-Up Firms: Empirical Evidence. The Journal of Finance, 57 (1).
  • Kohler, Thomas. "Corporate accelerators: Building bridges between corporations and startups." Business Horizons 59.3 (2016): 347-357.
  • Weiblen, Tobias, and Henry W. Chesbrough. "Engaging with startups to enhance corporate innovation." California Management Review 57.2 (2015): 66-90.
  • Turró, Andreu, David Urbano, and Marta Peris-Ortiz. "Culture and innovation: The moderating effect of cultural values on corporate entrepreneurship." Technological Forecasting and Social Change 88 (2014): 360-369.
  • Wasserman, Noam. "The throne vs. the kingdom: Founder control and value creation in startups."Strategic Management Journal 38.2 (2017): 255-277.

 *date to be confirmed


E-Mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

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