Digital Entrepreneur­ship

The course aims at providing insight into theoretical and practical aspects of innovation. Students will gain advanced knowledge of key concepts and theories of IT-supported innovation. They will acquire specialised problem-solving skills, being able to analyse innovation cases using different models. They shall take responsibility to conduct a review of the current state-of-the-art in innovation theory.

Central topics includes innovation theories and concepts, digital innovation, service innovation and innovation in organizations.

Studentene skal få inngående kunnskap om digitaliseringens betydning for forretningsdrift og markedsføring. Studentene skal få kunnskap om ulike verktøy og teknikker for digital markedsføring, og ferdigheter til selv å kunne planlegge, gjennomføre og evaluere digitale markedsføringstiltak.

De mest sentrale temaene i emnet vil være:

• Digital forbrukeratferd
• Digitalisering
• Webanalyse
• SEO (søkemotoroptimalisering)
• Digital annonsering
• Markedsføring over sosiale medier
• Innholdsmarkedsføring

Large companies dominate in most developed markets, and they are the strongest recruiter of business students. Yet, many of those employees who are eager to implement their new ideas may discover that enthusiasm alone is of little help in a well-established organization. Others may find themselves unknowledgeable and uncomfortable in dealing with entrepreneurial colleagues. After all, neither the creation of new business within existing firms nor the transformation of organizations through innovation is an easy task.

The Corporate Entrepreneurship course specifically focuses on the organizational context of innovation. It provides an in-depth understanding and firsthand experience of product- and service innovation and innovation management in a broader organizational setting.

The course’s main objective is to learn how to be a corporate entrepreneur and how to deal with corporate entrepreneurs. To achieve this objective, the course combines recent research advancements within strategy, leadership, psychology, and marketing with practical perspectives on innovation and entrepreneurship in established companies. During the course, students will work in groups of 4-5 persons on real-life cases provided by a large, Oslo-based company ("problem-based learning"). The company will also participate in mid-term pitching and feedback, offering advice and evaluating ideas.

General themes of the course:

• How to be a corporate entrepreneur:
• Innovating/venturing within established firms; strategic renewal;
• Overcoming resistance to change; advocacy of ideas
• How to deal with corporate entrepreneurs:
• Leading creative and entrepreneurial employees in an inclusive and ethical way;
• Building an entrepreneurial and socially responsible organization