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MAN 632 Advanced Entrepreneurship (Spring 2021) – Meet Top Entrepreneurs in Class (NEW Format!)

  • 28.01.2021 - 15:21
MAN 632 Advanced Entrepreneurship (Spring 2021) – 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 2021 speaker series, you will meet: Victoria Seibert (Mirabesque), Dr. Simone Burel (LUB), Christian Conrad (Magnetic Culture), Björn Goß (Stocard), Daniel Treiber (Getsafe), Dr. Fabian Kracht (PERI), Dirk Meurer (Vorwerk Ventures)

More announcements coming soon!

The course 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 2021: 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

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 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. Number of teams will be based on the number of students enrolled in this class.

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: 2 March - 15 June 2021 (Tuesdays) from 1:45 pm - 3:15 pm, Online
  • 4 Case study presentation sessions (see detailed schedule below)
  • Partner Events, Startup Lounges and Founder Talks (see detailed schedule below)



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

Course Coordinator: This email address is being protected from spambots. You need JavaScript enabled to view it.

Professor:  Prof. Dr. Michael Woywode


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 2021". 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 (online until further notice) - 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. 


Preliminary Schedule and Course Content for Spring 2021 - Please check back for updates!

Session 1 | 2 March 2021 | Online | 1:45 pm - 3:15 pm

Introduction & Outlook

The Basics of Startup Development

Recommended Reading:

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

Attention: The kick-off will be held on Zoom. Make sure to register on Portal2 so we can contact you about the login details. You will receive the login details prior to the first session on your university email address. If you have trouble registering for the course, please contact the course administrator.


Session 2 | 9 March 2021 | Online | 1:45 pm - 3:15 pm

Setting Strategy

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

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 | 16 March 2021 | Online | 1:45 pm - 3:15 pm

Entrepreneurial Teams & Team Building

Speaker Victoria Seibert


Session 4 | 23 March 2021 | Online | 1:45 pm - 3:15 pm

Startup & Communication

Speaker Dr. Simone Burel (LUB - Linguistische Unternehmensberatung)

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.
  • Jenewein, W., Morhart, F. (2008). Navigating toward team success. Team Performance Management, 14 (1/2), 107-109.
  • Klotz, A. C., et al. (2014). New venture teams: A review of the literature and roadmap for future research. Journal of Management 40(1), 226-255.
  • Arregle, J., et al. (2015). Family ties in entrepreneurs' social networks and new venture growth. Entrepreneurship Theory and Practice 39(2), 313-344.
  • Fisher, G., Kotha, S.,  Lahiri, A. (2016) Changing with the times: An integrated view of identity, legitimacy, and new venture life cycles. Academy of Management Review 41 (3), 383-409.

Additional Readings:

  • Katzenbach, J., Smith, D. (2000). The Wisdom of Teams: Creating the High Performance Organization. Harper Business.



Session 5 | 13 April 2021 | Online | 1:45 pm - 3:15 pm

An Introduction to Startup Growth


Session 6 | 20 April 2021 | Online | 1:45 pm - 3:15 pm

Culture & Entrepreneurship

Speaker Christian Conrad (MAGNETIC Culture)

Homework: Prepare Case 1


Case Study Session 1 | 27 April 2021 | Online | 9:45 am - 12:15 pm

1st Case Study Session

  • Group 1: 10:00 am - 11:00 am (2 teams)
  • Group 2: 11:15 am - 12:15pm (3 teams)
  • Group 3: 12.15pm - 12.30pm (1 team)


Session 7 | 27 April 2021 | Online | 1:45 pm - 3:15 pm

Marketing & Internationalization (App/ Plattform B2C & B2B)

Speaker Björn Goß (Stocard)


Session 8 | 4 May 2021 | Online | 1:45 pm - 3:15 pm

Growth Strategy in B2B markets

Speaker Roman Dahl (ATAI Life Sciences)

Homework: Prepare Case 2

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. 39, 537-554.
  • Vanninen, H., Kuivalainen, O.,  Ciravegna, L. (2017). Rapid multinationalization: Propositions for studying born micro-multinationals. International Business Review 26(2),365-379.



Case Study Session 2 | 11 May 2021 | Online | 9:45 am - 12:15 pm

2nd Case Study Session

  • Group 1: 10:00 am - 11:00 am (2 teams)
  • Group 2: 11:15 am - 12:15pm (3 teams)
  • Group 3: 12.15pm - 12.30pm (1 team)


Session 9 | 11 May 2021 | Online | 1:45 pm - 3:15 pm

Growth Story of a Successful Startup

Hubert Jakob (Statista)

Session 10 | 18 May 2021 | Online | 1:45 pm - 3:15 pm

Raising Growth Capital to Scale

Speaker Daniel Treiber (Getsafe)


Session 11 | 25 May 2021| Online | 1:45 pm - 3:15 pm

Corporate Entrepreneurship

Speaker Dr. Fabian Kracht (PERI)


Session 12 | 1 June 2021 | Online | 1:45 pm - 3:15 pm

Venture Capital & The VC Method

Homework: Prepare Case 3


Case Study Session 3 | 8 June 2021 | Online | 9:45 am - 12:15 pm

3rd Case Study Session

  • Group 1: 10:00 am - 11:00 am (2 teams)
  • Group 2: 11:15 am - 12:15pm (3 teams)
  • Group 3: 12.15pm - 12.30pm (1 team)


Session 13 | 8  June 2021 | Online | 1:45 pm - 3:15 pm

Corporate Venture Capital Perspective

Speaker Dirk Meurer (Vorwerk Ventures)

Homework: Prepare Case 4


Case Study Session 4 | 15 June 2021 | Online | 9:45 am - 12:15 pm

4th Case Study Session

  • Group 1: 10:00 am - 11:00 am (2 teams)
  • Group 2: 11:15 am - 12:15pm (3 teams)
  • Group 3: 12.15pm - 12.30pm (1 team)

Session 14 | 15 June 2021 | Online | 1:45 pm - 3:15 pm


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, T. (2016). Corporate accelerators: Building bridges between corporations and startups. Business Horizons 59(3), 347-357.
  • Weiblen, T., Chesbrough, H.W. (2014). Engaging with startups to enhance corporate innovation. California Management Review 57(2), 66-90.
  • Turró, A., Urbano, D., Peris-Ortiz, M. (2014). Culture and innovation: The moderating effect of cultural values on corporate entrepreneurship. Technological Forecasting and Social Change 88, 360-369.
  • Wasserman, N. (2017). The throne vs. the kingdom: Founder control and value creation in startups. Strategic Management Journal 38(2), 255-277.




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