Marketing and innovation

In the course, an NPD framework is used, highlighting customers' roles at different stages of the process. A blended learning approach (video lectures, oral lectures, videos, and cases) is used. Content-wise, the focus is on a set of carefully selected articles with one or two relevant articles per topic. Cases help students practice the different topics of marketing and innovation selected.

The aims of the course are:
Make students aware that customers are the arbiters of value and should be involved or represented in the new product development process. The type of involvement is contingent on the type of new product, i.e. incremental vs. radical innovation.

Learning objectives

After the course, the student is able to:

1. • apply the market orientation and marketing excellence concepts and argue their relationships with marketing and innovation.
2. • use the means-end chain to model customer value.
3. • analyze barriers to adopting innovation and understand network products as a contingency.
4. • apply the Abell concept to conceptualize the market and its dynamics.
5. • perform a conjoint analysis and forecast customer demand.
6. • perform a customer lifetime value analysis.

7. • identify and explain basic market launch decisions for radical and incremental new products.

You must meet one of the following collections of requirements

• Collection 1
• Completed Final examination Bsc program
• Collection 2
• Completed Pre-Master

• Set of articles [to be downloaded]; set of cases to be purchased by the student from the case clearing house