MKT 570: Marketing of Innovations

no offering in spring

Contents
For students seeking knowledge in innovation and the management of new products and services, this course explores the complex challenges organizations face in bringing innovative ideas to market. How do you know which idea is the right one? What marketing strategy and which marketing program should be employed? What are the most effective consumer insights and research methods? The course will combine theory, case studies, in-class team exercises, guest lectures, and practical tools and techniques – all of which students will use in their team innovation challenge project which is the primary course deliverable.

Learning outcomes
At the end of this course, students will be able to develop and critically evaluate the marketing strategy for a product or service innovation. This course will enable students to apply frameworks, concepts, and methods for crafting marketing strategies around innovations. Students will apply their knowledge in an innovation challenge case.

Necessary prerequisites
–

Recommended prerequisites
Knowledge of marketing strategy and marketing mix

Examiner Performing lecturer

Prof. Dr. Sabine Kuester Prof. Dr. Sabine Kuester