Marketing Entrepreneurship Lab

At the Marketing Entrepreneurship Lab students get the opportunity to improve their marketing knowledge and apply it to a real world challenge. Support a Start-up of your choice with a course-related project in the areas of strategic marketing, market research, product launch, etc.

PXL 20230509 130056433

Target Groups: Students

Area of Focus: Business Design

Next Date: October 23, 2023 - January 8, 2024

Duration: See dates below

Language: English

Scope: 180h (ca. 40h in class), students (possible in teams) search for a startup, decide and work on a marketing challenge

ECTS: 6 ECTS (accreditation depends on the study program, Campus TUM ID: WI000997)

Learning Goals: Have better understanding of marketing challenges and tools. Enable students to apply their theoretical knowledge about marketing and gain new capabilities in a professional and more practical direction by relating to real life startup marketing challenges. Equip student with practical skills beyond the traditional marketing curriculum and thus close bridge students with startup founders to better equip them for working in a startup.


The following topics are covered among others in the course:

  • How do you create a marketing plan and decide on a strategy?
  • How do you measure marketing effectiveness?
  • The basics of public relations, storytelling, and social media marketing
  • How to plan a start-up market entry?
  • How to balance budget and goals?
  • How to balance the business model and marketing?
  • How to start a webshop?
  • How to online market your product on search-channels, social media and with mail marketing?
  • How to start a bootstrapped D2C brand?
  • How to advertise & sell via Amazon marketplace?

Dates Winter Semester 23/24:

  • October 23, 4-6 pm, online introduction session
  • October 24 - November 7, team-up & search for a start-up & define a marketing challenge with the start-up
  • November 8-9, time slot of 30 minute per team: present your challenge & start-up
  • November 20-21 & November 27-28 (+ tbd Nov. 30), 9:30 am - 4 pm, in person workshop in Garching (mandatory!)
  • November & December, teams work on marketing challenges
  • December 11, online check-in with all teams, ca. 30 minutes
  • January 8, presentation of all teams (mandatory) in Garching; submit reflection paper ahead


You have to apply for the course. The seminar is restricted to Master students. The number of participants is limited.

Application for Winter Semester 23/24 is closed.

Join our waiting list for the upcoming semester and be the first to sign up for our courses!

Waiting List Summer Semester 24


Contact Us

Oliver Bucken

Oliver Bücken

Steering and Training


Max Wittrock

Co-Founder mymüsli

Dominic Knape

Dr. Dominic Knape