Developing Entrepreneurial Skills By Developing A Marketing Case On The Innovative Product 'Powerinsole®'

The aim of this paper is to introduce and discuss an easy-to-use case for fostering entrepreneurial <br/>skills of students who may – but do not necessarily have to – have prior knowledge of marketing <br/>management. Research has shown that working on cases is an adequate way to foster <br/>entrepreneurial skills that comprise the students‘ ability to apply knowledge of business management, <br/>particularly marketing management, as well as their personal and social skills. Hence, it seems <br/>desirable to find a business case that deals with a product that students can quickly relate to, find <br/>interesting and that is also easy to understand. The recently developed innovative Powerinsole® is <br/>such a product and can easily be explained to students. They can quickly get an idea of the innovative <br/>product that needs to be marketed. Students can acquire and/or apply their knowledge about <br/>marketing management as well as improve their personal and social skills by working in teams and <br/>building a business case on how to promote such a product. The paper comprises the basic <br/>information about the product and its specifications, a selection of assignments for the students, some <br/>suggestions on how to solve the problems and how the learning outcome can be evaluated.