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General Course Information

Course Title : Entrepreneurial Design of Value


Department : Administration

Instructor Information

Instructors Full name : Mark JG Govers, PhD

E-mail : m.govers@archypel.com

Total Course Contact Hours : 15 Hours

1. Course Overview

Do you have entrepreneurial spirit? Do you constantly think about how to

create value and build new businesses? Or, do you try to find innovative
ways of doing business to replace old, outdated ones? If you answer any of
these questions with yes, or desire to answer any with yes, the course
on Entrepreneurial Design of Value Propositions suits you well to
improve and stimulate your entrepreneurial spirit.

The course focuses on the recently published book called Value

Proposition Design of Osterwalder et al. It builds on the international
bestseller Business Model Generation. The new book helps us in guiding
the process of designing sense-making value propositions: the heart of each
innovative and successful business model. The Value Proposition Design
(VPD) framework is used to explore and develop your entrepreneurial skills.
Besides an introduction into value position design and entrepreneurship, you
will work in a group to develop an innovative Value Proposition (VP).

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(Note that max. 40 people can participate)

2. Course Objectives

Each business approach has its advantages, which can only be achieved if
profound knowledge of it is gained (objective 1) and understood (objective
2). Furthermore, as knowledge has limited impact without experience,
students apply the gained knowledge in practice (objective 3).

3. Methodology

In order to achieve the course objectives of gaining, understanding and

applying the concept of Value Proposition Design (VPD), five teaching
methods are applied:

1. Lectures: VPD is introduced by means of lectures.

2. Interactive: questioning and answering, and feedback.
3. Project: students work in groups (max. 5) to apply VPD in practice.
4. Pitching: students have to pitch their project results.
5. Consultation: consultancy will be available for those who have more
detailed questions.

4. Evaluation

Students will be evaluated under the following system:

Gained knowledge by means of a course tests: 45% (individual)

Active participation, attendance and timeliness: 10% (individual)
Business Project (designing and testing VP): 45% (group)

Gained Knowledge:
Students are asked to read parts of the VPD book in advance; parts are
indicated in the course program (see further). At the end day 2, an evaluation
of 45 minutes is held.

Business Project:
Groups develop and present a value proposition based on business
opportunities they see in the market. A teacher will assist them to find
interesting and challenging business opportunities. The working procedure
used for the business project is explained in the course.

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