Intendierte Lernergebnisse
Building a theoretical foundation for innovation marketing, building an understanding of available tools for innovation activities
Lehrmethodik
Lecturing sessions asynchronous via blended learning; on-campus sessions with exercises and case studies;written exam;
Inhalt/e
This course gives a theoretical overview and provides practical experience with advanced tools of innovation marketing. The course covers the strategic aspect of innovation by providing an overview of the defining elements of an innovation strategy and practices to create the intelligence required for strategic decision making. Furthermore, a set of advanced tools and methods of innovation marketing to master innovation 'from idea to launch' is explored in theory and practice. Didactically, the course combines theoretical lectures with on-campus work assignments to build the theoretical foundation and practical skills for applying specific tools.Topics:Strategic innovation management: Formal strategy definition, Strategic project portfolio management, Approaches to create input for strategy definition (e.g., trend research, patent analysis, competitive analysis)Innovation project execution: Tools and methods from 'idea to launch', including but not limited to job-based thinking, KANO, empathic design, Conjoint analysis, fast/rapid prototyping, crowd sourcing and funding, measures to reduce adoption and diffusion barriers of radical innovation.
Erwartete Vorkenntnisse
Basic knowledge about innovation management recommended (innovation types, innovation degrees, basic phases of the innovation process, creativity techniques)