Business Management FT
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Business Models: Analysis & Application

level of course unit

Bachelor

Learning outcomes of course unit

The students
• Understand and apply the methods of business model innovation (metamodel, process model, techniques and results).
• Are able to analyze a (digital) business model and develop/implement their own business models.
• Are able to reflect on the results independently.

prerequisites and co-requisites

• Introduction to BWL
• Strategic Management & Business Ethics
• Fundamentals of Entrepreneurship
• Strategy Development & Execution (E)
• Start-up Management

course contents

Part A: Fundamentals of modeling business models:
• Characteristics
• Elements and levels of business models
• Work with current business model concepts: Business model canvas
• Value proposition design
• Business model navigator, business model kit, lean startup, design thinking, Sprint, otherness, etc.

Part B: Analysis and development of business models:
• Development and evaluation of business ideas (trend research, future industries, etc.)
• Procedure for business model innovation
• Special features in the development of business models: e.g. digital business modelling, high-tech start-ups, web-based business models, service and service-based business models;

Part C: Examples of innovative business models
Examples from the business-to-consumer area; Examples from the business-to-business area. Examples of small and medium-sized enterprises

recommended or required reading

Bock, A. J., & George, G. (2018). The business model book: Design, build and adapt business ideas that drive business growth. Harlow, UK: Pearson.
Gassmann, O., Frankenberger, K., & Csik, M. (2014). The business model navigator: 55 models that will revolutionise your business. Harlow, UK: Pearson.
Glauner, F. (2016). Zukunftsfähige Geschäftsmodelle und Werte: Strategieentwicklung und Unternehmensführung in disruptiven Märkten. Berlin-Heidelberg: Springer Verlag.
Klasen, J. (2019). Business Transformation: Praxisorientierter Leitfaden zur erfolgreichen Neuausrichtigung von Unternehmen und Geschäftsfeldern. Wiesbaden: Springer Verlag.
Linz, C., Müller-Stewens, G., & Zimmermann, A. (2017). Radical business model transformation: Applying behavioural insights for improved organizational strategy. London: Kogan Page.

assessment methods and criteria

• Final presentation and
• Term paper

language of instruction

German

number of ECTS credits allocated

3

course-hours-per-week (chw)

2

planned learning activities and teaching methods

• 20 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

semester/trimester when the course unit is delivered

4

name of lecturer(s)

Director of Studies

course unit code

STM 2

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none