Innovation-focused Global Marketing strategiesLaajuus (5 op)

Osaamistavoitteet

This course is targeted towards students aiming for successful careers in marketing and management at innovation focused companies.

Competing in innovation-focused markets requires dealing with complex customers, intense competition and constant product evolution. Innovation-focused marketing strategy lives in a state of permanent change, and needs instruments to let the company react quickly.

However, traditional strategic skills focus on stable environments. There is a lack of tools for dealing with ongoing strategic change. Highly skilled managers are often unprepared for these situations, and many companies lose the race. This course will serve that need, with a very real-life approach, covering only the innovation-related marketing strategic concepts and tools.

Students will understand how innovation markets function. They will learn to identify the key customer types, the dynamics of these customers and markets, the marketing actions to be assessed and decided, and the elements to implement simultaneously the portfolio of strategic decisions

Sisältö

• Overview: Key Elements of an Effective Innovation Marketing Strategy
• Innovation Marketing vs. Traditional Marketing
• The Big Picture of Innovation Marketing: An Strategic Portfolio Management Approach
• Innovation Customer Clusters: Understanding Innovation Customer Types and Needs.
• Innovation Market Dynamics: Competition Frameworks, Success Factors, Customer Value Assessment, Strategic Marketing Actions
• Innovation Risks and Failures: Inventoritis, Innovation Fatigue, Innovation Value Loss
• Innovation Turnaround: Strategies for Extracting Maximum Value and Profitability from Innovations
• Lessons to Learn: Innovation Marketing Successes and Failures, Best Practices

Esitietovaatimukset

BBA in business or economics or equal

Arviointikriteerit, tyydyttävä (1)

The general criteria of the competences that the Master's Degrees awarded by Finnish Universities of Applied Sciences provide can be found on JAMK's web pages (http://www.jamk.fi/english/forstudents/studyguid e). The learning outcomes of individual courses are assessed in relation to the objectives of the course concerned. Assessment is based on knowledge, skills and competence in accordance with the National and European Qualifications Framework, level 7.

1 (Sufficient) - 2 (Satisfactory): The student knows the key concepts and tools covered by the course and understands how innovation markets function.
3 (Good) - 4 (Very good): The student is able to identify the key customer types and understands the dynamics of these customers and markets.
5 (Excellent): The student is able to assess and decide the marketing actions and implement the portfolio of strategic decisions.