Curricula

Objectives

Students will learn the key aspects of Global Innovation Marketing Strategies
Innovation marketing is one of the most exciting and self-development fields of business. This course will provide a very extensive set of tools for any participant aiming to develop a solid career in innovation marketing and new product development.

The content will begin with a comprehensive overview of the innovation types, and the specific roadmaps required to develop each of them. Afterwards, participants will learn the specific development processes available, in order to transform successfully ideas into marketable products. Students will work with practical tools inspired by design thinking, co-creation, and early customer involvement, to ensure that the creative efforts are channeled towards a unique satisfaction of customer needs. There will be a real-life coverage of the main early innovation marketing mistakes and effective workable solutions.

Later on, the course will provide all skills required to masterfully solve the internal marketing challenges of innovation in any company. New products, regardless how promising, have to compete for budget, personnel and top management commitment, against existing and already proven products. Participants will learn the main tools to create internal marketing proposals and win top management support. With that internal battle won, students will learn the ingredients for designing and implementing a successful new product launch.

Many innovations are targeted towards markets already experiencing high growth. Participants will learn to discover the markets with best potential, and the full set of innovation strategies available for conquering every customer group. Students will learn to design the best combination innovation marketing strategies covering full-scale customer targeting, multi segment-based strategies, market revitalization, and smaller-scale micro-innovation launches. The course will be enriched with multiple examples and real-life discussions. The course will end with the often ignored aspect of innovation end-of-life marketing. Customers expect new solutions and experiences, technology reinvents itself continuously, and innovations have a continuously shortening life span. The course will provide the right combination of indicators, diagnosis and alternatives for an effective end-of-life, which often results in an upcoming innovation being reborn.

The course will be developed in a truly intense and stimulating atmosphere, by a professional speaker with a long global experience in innovation, creativity and business development.

Content

-Overview of Innovation Types: Breakthrough Innovations, Incremental Innovations, Product Extension Innovations, Support Services Innovation, Business Process Innovation
-Design Thinking Applied to Generating High Potential Innovation Breakthroughs: Generating Top Value Added New Products, Learning when to Abandon “Obsolete” Markets, Why Innovation Development Fails
-Internal Marketing of Innovations: Managing Competition between New and Existing Products Inside the Company, Developing Innovation Strategies that Get Top Management Buy-In
-Marketing New Products/Services to Mass Customers: Successful Niche-Based Innovation Launches, Building Early Customer Ecosystems
-Marketing Innovation Booming Markets: Building Growth Focused Innovation Business Models, Marketing Strategies for New Category Leadership
-Strategies for Innovation Market Domination: Offensive vs. Defensive Innovation Tactics, Overall vs. Segment vs. Granular Market Strategies, Product Revitalization Tools, Innovation Portfolio Management
-Marketing Strategies for Innovation End-Of-Life: Customer Exhaustion Indicators, Trends-Fads and Short-Lived Innovations

Learning materials and recommended literature

Aulet, William: Disciplined Entrepreneurship Book + Workbook (e-books)
Additional material + links to online material available at the learning platform

Teaching methods

Classroom lectures and workshops
Group assignments and presentations
Group reports

Exam dates and retake possibilities

No exam

International connections

The starting point for the course are the global sustainability needs that the teams start elaborating on with their innovations and business plans based on them.
International guest lectures (in-class and online) on selected topics

Student workload

Lectures and workshops 45 hrs
Individual online study 30 hrs
Groupwork 60 hrs

Content scheduling

From Mid-February to end May, 1 x 3 hours session per week

Further information for students

The assessment based on the following items:
- bi-weekly group assignments 5 x 10 % = 50 %
- final presentation: 20 %
- final business plan -report: 30 %

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Sufficient (1) Knowledge and Understanding: The student demonstrates basic conceptual knowledge. The fundamental course frameworks have been generally understood. The student demonstrates passable command of the essential aspects of the Global Innovation Marketing Strategy field.
Intellectual Skills: The student is able to somehow interpret innovation marketing issues and address rudimentary challenges. The student is able to support his/her argumentation using academic literature at a basic level.


Satisfactory (2) Knowledge and Understanding: The student demonstrates acceptable conceptual knowledge. The central course frameworks have been generally understood. The student demonstrates sufficient command of the Global Innovation Marketing Strategy field.
Intellectual Skills: The student is able to interpret innovation marketing issues at a superficial level. The student possesses limited analytical skills, assessing uncomplicated challenges, and incorporating limited perspectives. The student reviews relevant academic literature satisfactorily.

Evaluation criteria, good (3-4)

Good (3) Knowledge and Understanding: The student demonstrates fairly good conceptual knowledge. The central course frameworks have been considerably well understood. The student displays a reasonable command of the Global Innovation Marketing Strategy field.
Intellectual Skills: The student is able to interpret and analyse properly innovation marketing issues and challenges arising from several perspectives. The student reviews relevant academic literature moderately well.

Very good (4) Knowledge and Understanding: The student demonstrates substantial conceptual knowledge. The central course frameworks have been understood thoroughly. The student displays a high command of the Global Innovation Marketing Strategy field.
Intellectual Skills: The student is able to interpret and analyse with considerable depth innovation marketing issues and challenges arising from multiple perspectives. The student reviews skillfully relevant academic literature.

Evaluation criteria, excellent (5)

Excellent (5) Knowledge and Understanding: The student demonstrates solid conceptual knowledge in the area. The central course frameworks have been understood with great clarity and precision. The student displays a very high command of the Global Innovation Marketing Strategy field.
Intellectual Skills: The student is able to interpret and analyse in depth innovation marketing issues and challenges arising from multiple perspectives. The student reviews relevant academic literature with excellence.

Prerequisites

1st year business studies or similar competence