Online Course Guide of WHU –
Find all modules and courses of our degree programs.
Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be reveiled after your course registration on myWHUstudies.
Spring term counts from January - August, fall term counts from September - December.
Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Spring and Fall.
Developing Novel Business Models
(Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.)
Creativity methods and tools
Business idea pitching and business pitch videos
Evaluation methods and tools
Business Model Canvas method
Lean startup approach
WHU Online Library (personal login data required):
Module 1: Fundamentals of Business Models and Problem Mapping
In this first module, we discuss the fundamentals of business models. Subsequently, we engage in an ideation workshop, using the Serious Lego Play methodology. This workshop will help in identifying the core problem and core customer segment(s) for the group assignment.
- Osterwalder, A. and Y. Pigneur. (2010): Subsection on Ideation (pp 134-145).
- Teece, D.J. (2010) Business Models, Business Strategy and Innovation. Long Range Planning, 43: 172-194.
- Chesbrough, H. (2010) Business Model Innovation: Opportunities and barriers. Long Range Planning, 43: 354-363.
- Christensen, C.M., Bartman, T., van Bever, D. (2016) The hard truth about business model innovation. MIT Sloan Management Review, 58.
- Zott, C., Amit, R. and Massa, L. (2011) The Business Model: Recent development and future research. Journal of Management, 37: 1019-1042.
Module 2: The Role of Customers and End-Users
In this module, we delve deeper into the core role of customers and end-users for business model generation. First, we discuss some important trends regarding customer and user involvement based on academic articles. Subsequently, we engage in a customer empathy mapping workshop. The purpose of this workshop is to get a better feeling for the needs and problems of the core customer segment(s) in the group assignment and to start developing a value proposition.
- Osterwalder, A. and Y. Pigneur. 2010: Subsection on Customer Insight (pp 126-133).
- Von Hippel, E. (2005) Democratizing innovation: The evolving phenomenon of user innovation. JfB, 55: 63-78.
- Chesbrough, H. (2007) Why companies should have open business models. MITSloan Management Review, 48.
- Eisenmann, T., Parker, G., and Van Alstyne, M.W. (2006) Strategies for two-sided markets, October 2006.
Module 3: The Business Model Canvas
In this module, we discuss the different aspects of the business canvas model and resulting business model patterns. During this module, students will be challenged to apply the provided insights, developing a first business model for their own group assignment.
- Osterwalder, A. and Y. Pigneur. 2010: Section on Canvas (pp 10-51) and section on Patterns (pp 52-121)
Module 4: Hypotheses Development and Lean Startup
In this module, we look into the lean startup approach and evidence based entrepreneurship. A workshop will be conducted, stimulating students to engage in hypotheses development and smoke testing their business model for the group assignment.
- Steve Blank. 2013. Why the Lean Start-Up Changes Everything. Harvard Business Review, May.
- Eisenmann, T. R., Ries, E., & Dillard, S. 2012. Hypothesis-driven entrepreneurship: The lean startup. (Harvard Business School 9-812-095)
Module 5: Introduction to Pitching and Feedback Session
In this session, we provide an overview of best practices in pitching a new business models. Students will actively apply these insights and start developing a pitch for their own business model.
- Osterwalder, A. and Y. Pigneur (2010) Subsection on Sorytelling (pp 170-179)
Module 6: Pitching and Reflection
In this module, all groups will conduct an in-class pitch of their business model. At the end of this course, students will also be encouraged to reflect on their learning experiences during this course.