195.095 Marketing, Sales and Public Relations
This course is in all assigned curricula part of the STEOP.
This course is in at least 1 assigned curriculum part of the STEOP.

2019W, VU, 2.0h, 3.0EC


  • Semester hours: 2.0
  • Credits: 3.0
  • Type: VU Lecture and Exercise

Learning outcomes

After successful completion of the course, students are able to...


  • Knowing the basics of the classic 4 P’s in marketing (product, price, place and promotion)

  • Knowing B2B and B2C marketing activities, techniques and tools (including e-Marketing incl. Social Media Marketing, Growth Hacking and SEA/SEO)

  • Developing a marketing strategy and a strategy to launch the product/service

  • Being familiar with B2B and B2C sales activities, techniques and tools

  • Developing a sales strategy incl. selection of appropriate distribution channels

  • Understanding customer behavior, needs and decision making and knowing how to implement CRM – Customer Relationship Management

  • Knowing how to do sales negotiations

  • Being familiar with innovation branding (including positioning, brand engine, core message, identity, brand story)

  • Knowing PR activities, techniques and tools

  • Developing a go-to-market and pricing strategy

  • Knowing how to write successful sales e-mails

Subject of course

IMPORTANT: This lecture is only for students assigned to the supplementary curriculum "Extended Studies on Innovation" offered by the Innovation Incubation Center (i²c)! For further information, please visit http://i2c.tuwien.ac.at/home/are-you-a-student/how-to-apply/

***Content description***

1. Marketing & Sales Lecture (lecturer: Dieter Rappold):

Any startup has the goal of becoming a successful business. While product development is a primary component of a successful startup, equally important is the ability of a startup to become self-sufficient with profitable customers. While many non-technical people think that a product is thrown together over the weekend, reality is that product development takes time, hypothesizing, testing, processes and some trial and error. Many non-business people think that throwing a marketing plan together and starting sales takes a weekend to develop.  But the reality is that successful marketing and sales takes time, hypothesizing, testing, processes and some trial and error. How does a startup, especially one that does not have a marketing and sales expert, take the necessary steps to develop a successful marketing and sales strategy, objectives and tactic to lead to a profitability?

This course is designed to outline key areas of marketing and sales that startups should focus on from the day they say 'ya, let's do this!' till the day they are ready to launch.

Content Overview:

  • Startup lifecycle and how marketing and sales fits in: Why worry about marketing and sales when I do not even have a product to sell?

  • Difference between marketing and sales (everyone is a sales person in a startup!)

  • Basics of Classical Marketing: 4 P’s, 6’Ps, Markets, Buyer Personas, Buying Process, Marketing & Sales Process

  • B2B, B2C, B2G, B2B2C – distribution options

  • Developing a marketing strategy, objectives and tactics

  • Sales Process – what is the roadmap a customer travels on from interest to decision

  • Call Process – what happens on every interaction with a customer

  • Customer behavior; needs, wants and desires and decision making

  • CRM – Customer Relationship Management

  • Negotiations

  • Latest tips and tricks to marketing and sales: internet marketing/social media, Growth Hacking, SEA/SEO

2. Branding Workshop (lecturer: Florian Hämmerle) & PR Workshop (Bernhard Holzer)

How to create emotional value?

Startups are on the inception of a promising innovation. They are in a crucial stage to convince investors and partners, motivate employees, rebuild internal forces and attract early adopters. Innovative projects have to follow a clear brand position to define and communicate their ‚emotional values‘. Innovation Branding will motivate stakeholders and visualize an innovative potential.

Content Overview:

  • Positioning

  • Brand engine

  • Core message

  • Identity

  • Brand story

  • Public relations

3. Monetization and Pricing Strategy Workshop

One of the biggest levers companies have that can dramatically change the position in the market is developing a stellar go-to-market approach. Figuring out the right go-to-market approach is no trivial exercise – it separates the companies that will be successful and sustainable in the future from those that won’t. 9/10 start-ups fail, 66% drastically change their original plan before finding product-market fit (think: pivoting). It’s the only thing that matters. According to Marc Andreessen, start-ups are going to fail, if they lack “market”. In a great market - a market with lots of real potential customers - the market pulls “products” out of start-ups. Conversely, in a terrible market, you can have the best product in the world and a killer team, and it doesn’t matter. This lecture is all about figuring out the best go-to-market approach, nailing monetization, and hence, scaling this business model to grow fast. A start-up’s lifecycle as well as its addressable market, its respective sales learning curve and options for pricing brand new products will be discussed

PART 1: Go-To-Market Approach

The go-to-market plan is a subset of a start-up’s marketing plan and addresses how to execute on a specific growth strategy (think: scaling). Every company, regardless of size, should have a marketing plan in place. A go-to-market plan is only needed if you are looking to expand into new markets, sell new products (services), or do both.

Content Overview:

  • Go-to-market strategy and helpful frameworks

  • Market thumb print (who to sell - what to sell – how to sell)e

  • Customized value proposition

  • Nailing go-to-market strategy (price – market size – complexity – fit – customer – relationship
    – touch)

  • Lessons learned, as well as Dos & Don’ts

PART 2: Pricing

Pricing decisions are crucial to the success of any business with tech-based businesses being no exception. Often when you are starting out- or even when you are an established business for that matter- it is often difficult to determine what price you are going to charge your customers for access and use of your products. Is there any word that confers some whisper of dark arts than pricing? Or any question that instills less confidence than, “How did you derive your pricing strategy?” Many times, start-ups replicate and tune competitors’ pricing strategies. If everyone else prices monthly per seat, then so should we…

Content Overview:

  • Different pricing models: B2C vs. B2B

  • Choosing the right pricing model

  • Common pricing mistakes founders make

  • Product pricing models for start-ups (factors to consider when pricing your product)

  • Lessons learned, as well as Dos & Don’ts

4. Sales Guest Lecture (Fadi Haddad)

  • Sales E-Mails

    • Sales E-Mail Mentality

    • Follow up Philosophy

    • Writing good subject lines and how to get responses to your E-Mails

    • E-Mail Automation - a modern fad or powerful sales tool?

    • Sales-Email analysis and improvement

  • The CRM-tool Close.io

  • Q&As


Dieter Rappold is the founder and CEO of Speedinvest Pirates, the growth marketing unit of Speedinvest and partner for more than 80 European Startups. He founded one of the most successful Digital Agencies in Austria with knallgrau (later Virtual Identity) in 2001 and scaled it to 50 employees as part of an independent agency with more than 180 employees and 21 million euro in annual revenue. Thus he has over 17 years of experience working with large Brands like Coca-Cola, Heineken, BMW, Opel, Telefonica, HVB and others on international Web Projects and digital strategies. He is an accomplished speaker with more than 100 keynotes, lectures and interviews on digital marketing, making him an expert on the field.

Alex Pinter is co-founder of Trayn, a platform for strength and conditioning coaches to create fully individualized training programs for athletes faster and easier. It was officially launched in 2014 with selected professional sports teams in the US and Canada. Prior to that, he was a strategy consultant at Accenture for many years and worked with numerous international clients across Europe (main industry focus: consumer goods, retail, high-tech, and chemicals). 

Fadi Haddad is a B2B sales strategist at DADD. Before, he was managing director of Pioneers.io. Before his relocation to Vienna, he was based in Dubai and Singapore in the field of sales & partnerships.

Florian Hämmerle studied Intermedia Design in Vorarlberg, worked as a marketer, illustrator and brand designer for various agencies in Vorarlberg, Tirol and Vienna. Tired of constraining job definitions he turned his versatility into business and founded Hämmerle & Luger together with the graphic designer Vinzenz Luger. The branding studio works with agile teams, its size adapts to the challenge given and is driven by a simple cause: to make branding accessible to everyone.

Bernhard Holzer is a PR professional and one of the most well-known communications experts in the Austrian and German Startup scene. He worked in a leading communications position at Germanys biggest Startup-factory Rocket Internet in Berlin. Before that he founded zoomsquare, Austrias Startup oft the year 2013. He also set up the StartupPR and Storytelling company woodspr, focusing on Austria, Germany and Switzerland (DACH-region) as well as international Tech media.

Teaching methods

It's a very dynamic, practical, and hands-on type of course where students are given the opportunity to both practice what they've learned throughout the lecture - and even practice what they haven't
yet learned. A great attitude, creativity, and a sense of thinking different are required for personal success in this seminar.

Mode of examination


Additional information

***ECTS Breakdown***

3 ECTS = 75 hours

40        Lectures (prüfungsimmanent)
35        Group exercises and assignments

This lecture is only for students assigned to the extended studies on innovation!
For further information please visit http://i2c.tuwien.ac.at/



Course dates

Tue17:00 - 21:0005.11.2019Seminarraum 362 - 1 Marketing & Sales 1/3
Wed17:00 - 21:0013.11.2019Seminarraum 362 - 1 Marketing & Sales 2/3
Tue17:00 - 21:0019.11.2019Seminarraum 362 - 1 Marketing & Sales 3/3
Tue17:00 - 21:0026.11.2019Seminarraum 362 - 1 Go-To-Market + Growth Hacking Workshop 1/2
Wed17:00 - 21:0027.11.2019Seminarraum 362 - 1 Go-To-Market + Growth Hacking Workshop 2/2
Thu17:00 - 21:0012.12.2019Seminarraum 362 - 1 PR Workshop
Tue17:00 - 21:0017.12.2019Seminarraum 362 - 1 Branding Workshop
Tue17:00 - 21:0007.01.2020Seminarraum 362 - 1 Sales Guest Lecture
Wed17:00 - 21:0008.01.2020 Kontaktraum, Gußhausstraße 27-29, 6.OGMonetization + Pricing Workshop 1/2
Thu17:00 - 21:0009.01.2020 Kontaktraum, Gußhausstraße 27-29, 6.OGMonetization + Pricing Workshop 2/2

Examination modalities

Continuous assessment ("prüfungsimmanent"): the lecture will be graded through attendance and active participation, exercises given in class, group work (exercises, assignments), presentation of results and a final exam.


Course registration

Begin End Deregistration end
30.04.2019 08:00 23.09.2019 08:00

Registration modalities:

according to curriculum 046 002 Erweiterungsstudium Innovation and responsible STUKO


The student has to be enrolled for at least one of the studies listed below


Study CodeSemesterPrecon.Info
046 002 Innovation


No lecture notes are available.