Ed Nijssen will share insights and recommend best practices with educators, practitioners, and entrepreneurs about teaching entrepreneurship and marketing to students in engineering disciplines.
Teaching these courses inspired him to write a book* on the topic, in which he integrated the ideas from effectuation and lean start-up with marketing ideas and concepts. Recently, he moved back to emphasizing consumer behavioural concepts to bring the customer perspective closer to students and student teams. Confronting students with examples of their own consumer behaviour and adoption of different innovations helps trigger them to invest more time in problem and solution interviews with prospective customers. It also helps them become more aware of alternatives in the market and thus the competition and do more market research. He uses this approach to inspire his students.
DTU Entrepreneurship has the honour to host Ed Nijssen as visiting professor. Ed Nijssen has developed and taught different types of courses (at bachelor, master, and Ph.D. level) in his career as a professor in entrepreneurship and marketing in the past years.
The inspirational talk will take place on:
Thursday 1 June 2023
from 15:00 to 16:30
Coffee & cake, Inspirational Talk, Q&A
at DTU Learn for Life
Kollegiebakken, Building 421,
room 073 (auditorium), 2800 Kgs. Lyngby
(You can also join online)
Sign up is necessary
Seats are limited, so please sign up at your earliest convenience.
We look forward to welcoming Ed Nijssen and seeing you.
Best regards
DTU Entrepreneurship
Jason Li-Ying
Professor, Head of Research and Group Leader of Innovation and Corporate Entrepreneurship at DTU Entrepreneurship
* Nijssen E.J. (2022). Entrepreneurial Marketing, How to Develop Customer Demand, London/New York: Routledge, 3nd edition, 163 pages. ISBN 978-1-003-01019-7 (ebk)