Universität Wien

040023 KU Applied Topics in Marketing: Innovation and Marketing 1 (MA) (2022W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
ON-SITE
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 50 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

  • Thursday 13.10. 08:00 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 20.10. 08:00 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 27.10. 08:00 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 31.10. 08:00 - 09:30 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Thursday 03.11. 08:00 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Monday 07.11. 08:00 - 11:15 Digital
  • Thursday 10.11. 08:00 - 11:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
  • Thursday 17.11. 08:00 - 09:30 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

The purpose of this course is to provide students with a deep understanding of new product development highlighting the inherent risks and different strategies for overcoming them.
The learning objectives of this lecture are as follows:
• 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 process
This 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. We will discuss strategies, structures, people, processes, and cultures 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: Launch

The course will consist of six interactive lectures. These lectures are prepared to be dynamic and rely on different learning methods (real-life examples, videos, small group discussions, hands-on, etc).
This course will prepare the students for Innovation II (applied course).

Assessment and permitted materials

The evaluation criteria of the seminar are as follows:
• Participation: 20%
• Midterm: 40%
• Final Exam: 40%

Participation: Grades will be based on the quality and quantity of students’ interventions. Students are encouraged to participate regularly and actively.

Minimum requirements and assessment criteria

The final grade is determined as follows:
≥ 80%: 1
≥ 70%: 2
≥ 60%: 3
≥ 50%: 4
< 50%: 5 (fail)

Examination topics

Students are provided with course materials (lectures) and additional readings.

Reading list

There is not a specific textbook. In this course, you are required to read a number of articles on the core issues covered in each session.

In case you are further interested in the topic, two books can be 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.

Association in the course directory

Last modified: Th 11.05.2023 11:26