040105 KU Applied Topics in Marketing: Innovation und Marketing 1 (MA) (2024S)
Prüfungsimmanente Lehrveranstaltung
Labels
VOR-ORT
An/Abmeldung
Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").
- Anmeldung von Mo 12.02.2024 09:00 bis Mi 21.02.2024 12:00
- Anmeldung von Mo 26.02.2024 09:00 bis Di 27.02.2024 12:00
- Abmeldung bis Do 14.03.2024 23:59
Details
max. 50 Teilnehmer*innen
Sprache: Englisch
Lehrende
Termine (iCal) - nächster Termin ist mit N markiert
Mittwoch
13.03.
15:00 - 18:15
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Mittwoch
20.03.
15:00 - 18:15
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Mittwoch
10.04.
15:00 - 18:15
Digital
Mittwoch
17.04.
15:00 - 16:30
Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
Mittwoch
24.04.
15:00 - 18:15
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
N
Mittwoch
08.05.
15:00 - 18:15
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Mittwoch
15.05.
15:00 - 16:30
Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Information
Ziele, Inhalte und Methode der Lehrveranstaltung
Art der Leistungskontrolle und erlaubte Hilfsmittel
The evaluation criteria of the seminar are as follows:
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%Dictionaries are permitted for written examinations.
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%Dictionaries are permitted for written examinations.
Mindestanforderungen und Beurteilungsmaßstab
Participation: Grades will be based on the quality and quantity of students’ interventions. Students are encouraged to participate regularly and actively.The final grade is determined as follows:
≥ 80%: 1
≥ 70%: 2
≥ 60%: 3
≥ 50%: 4
< 50%: 5 (fail)Opportunities to retake missed or unsatisfactorily completed examinations cannot be offered.
≥ 80%: 1
≥ 70%: 2
≥ 60%: 3
≥ 50%: 4
< 50%: 5 (fail)Opportunities to retake missed or unsatisfactorily completed examinations cannot be offered.
Prüfungsstoff
Students are provided with course materials (lectures) and additional readings.
Literatur
Two books are recommended:• Crawford, Merle, Benedetto, Anthony (2014). New Products Management. McGraw Hill Higher Education.• Goldenberg, Jacob, Marzursky, David (2002). Creativity in Product Innovation. Cambridge University Press.You will also be required to read a number of articles on the core issues covered in each session.
Zuordnung im Vorlesungsverzeichnis
Letzte Änderung: Do 11.04.2024 11:25
• to understand and apply core concepts of new product development
• to recognize critical success factors of new products from both a management and customer perspective
• to understand key issues in positioning new products in the marketplace
• to learn the importance of creativity and improve design thinking abilities
• to enhance cooperation between R&D and marketing in the NPD processThis course covers topics that are theoretically grounded in marketing, innovation, psychology, and management literature.
Using a combination of lectures and real-life cases, this course will examine the challenges and mechanisms for the generation and management of product innovations. Also, it will discuss strategies, structures, people and processes that are required to enhance the development of successful new products.The course follows the following structure:
- Basics of Innovation and New Product Development (NPD)
- Success and Failure in Product Innovation
- NPD Process: Opportunity Identification and Selection
- NPD Process: Concept Generation - Ideas from Market Research
- NPD Process: Concept Generation - Creativity
- NPD Process: Concept Generation – R&D and Co-creation
- NPD Process: Concept Evaluation and Development
- NPD Process: LaunchThe course will consist of interactive and hands-on classes. These lectures are prepared to be dynamic and rely on different learning methods (real-life examples, videos, small group discussions, class competitions, etc).
This course will prepare the students for Innovation II (applied course).More information here: https://marketing.univie.ac.at/en/teaching/master/