Marketing and Innovation Management

What it is about

You learn how innovations can be market-oriented, organized, and implemented, as well as the basics and tools of marketing. In the end you can apply models of innovation processes and technology acquisition and assess marketing strategies as well as the marketing mix.

What you will be able to do

• Identify and apply models and concepts of market-dependent innovations
• Recognize and use models and concepts for organizing innovation processes
• Analyze concrete implementation of innovations in companies
• Remember and understand key terms of marketing
• Explain common marketing theories and framework conditions
• Describe and evaluate marketing strategies and marketing-mix instruments
• Compare strategies and instruments of the core elements of marketing (e.g., customer value, segmentation, positioning, loyalty, branding)

What the module consists of

• LecturesTwo lectures convey the current state of research on marketing and innovation; additionally 1–2 guest lectures

Teaching method

• Lecture with guest lecturesConveying the state of the art in marketing and innovation
• Self-studyDeepening the literature before and after the events to link with lecture content
• Online forumDiscussion and exchange about the treated teaching contents