Marketing and Innovation Management (MiM)

What it is about

You learn how innovations arise from market and organizational perspectives, how they are steered and commercialized, and how marketing strategies and instruments create customer value, satisfaction, and loyalty. In the end, you can apply and evaluate models for the market side of innovation, the organization of innovation processes, and fundamental marketing concepts.

What you will be able to do

• Recognize and apply models and concepts related to the market aspects of innovation
• Identify and leverage concepts for organizing the innovation process
• Evaluate suitable models for concrete business situations
• Recall and understand key marketing terms
• Explain common marketing theories and frameworks
• Ground marketing strategies and marketing-mix instruments
• Link strategies and instruments with customer value, satisfaction, and loyalty
• Critically assess innovation and marketing concepts in theory and practice

What the module consists of

• VorlesungDelivery of content on innovation and marketing, complemented by guest lectures
• GruppenprojektApplication of central innovation concepts and creation of case examples for a Wiki
• Online-Forum / SelbststudiumPreparation of sessions through provided texts and slides as well as discussions between lectures

Teaching method

• Vorlesungen mit GastvorträgenShowcasing state-of-the-art examples and conveying the theory
• Pflichtlektüre vor den SitzungenEnsure that you are prepared and can deepen the content
• Gruppenarbeit und WikiPractical application of concepts and exchange of case examples
• Online-DiskussionsforenExchange and deepening of content between lectures