Innovation Marketing (Innovationsmarketing)

Content

Lecture

The marketing of innovations takes place in an environment characterized by uncertainty and thus requires rapid decision-making processes with incomplete information. Furthermore, high-tech companies operate in an environment where product innovations quickly become obsolete and market conditions are uncertain. Therefore, innovations are introduced to the markets in short intervals, making good communication between marketing and the R&D department crucial. In order to overcome these challenges, it is important to have different capabilities and processes within the company that are conducive to innovation. Marketing managers must therefore be able to follow market trends, evaluate future technologies, harmonize distribution channels, develop pricing strategies and successfully implement marketing campaigns.

The lecture "Innovation Marketing" therefore provides detailed knowledge in the field of marketing high-tech products and innovations. In the introduction, terms, subject and tasks of innovation marketing are discussed and a process-oriented view is taken. Basic questions of positioning and the identification of specific opportunities of innovation marketing are also addressed. Furthermore, the conception and implementation of new product development projects as well as the stabilization of the resulting products and the necessary organizational skills are presented to the students. Finally, success factors and starting points for a company-specific design of innovation marketing will be discussed.

Content Overview:

1. Organizational & Thematic Introduction
2. Theoretical Foundations
3. Success Factors in Innovations
4. Basics of Innovation Marketing
5. Strategic Innovation Marketing
6. Tactical Innovation Marketing
7. Operational Innovation Marketing
8. Concluding Remarks

Übung

The contents of the exercise are based on the contents of the course "Innovation Marketing". Within the scope of the exercise, various aspects of the lecture part are deepened and implemented in a practical manner within exercise tasks, case studies, short presentations, discussions and group work. In addition to the development of methodological and social skills in the context of simulating professional teamwork, the exercise pursues the goal of preparing students for the final exam in a goal-oriented manner.

Learning Goals

After attending the course, students will be able to use different tools and techniques of innovation marketing to make decisions in an entrepreneurial environment characterized by uncertainty. In the course Innovation Marketing, different decision-making strategies and frameworks from research and practice will be presented in this context, vividly illustrated by a variety of concrete examples and applications. The aim of the course is to provide students with an in-depth understanding of the relevance, requirements, structures and methods of innovation marketing.

The specific competencies that students will acquire include: (1) the ability to use different market research techniques to market radical innovation, (2) the knowledge of creativity techniques to bring new products and services to market, (3) the application of different methods to promote branding for innovation, (4) the ability to make diagnoses regarding the planning process and horizon for the roll-out in order to derive concrete actions.

Download

Course materials