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040023 KU Applied Topics in Marketing: Innovation and Marketing 1 (MA) (2023W)
Continuous assessment of course work
Labels
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).
- Registration is open from Mo 11.09.2023 09:00 to Fr 22.09.2023 12:00
- Registration is open from Tu 26.09.2023 09:00 to We 27.09.2023 12:00
- Deregistration possible until Fr 20.10.2023 23:59
Details
max. 50 participants
Language: English
Lecturers
Classes (iCal) - next class is marked with N
- Tuesday 10.10. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 17.10. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 24.10. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 31.10. 15:00 - 16:30 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 07.11. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 14.11. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 21.11. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Tuesday 28.11. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Information
Aims, contents and method of the course
Assessment and permitted materials
The evaluation criteria of the seminar are as follows:
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%
Minimum requirements and assessment criteria
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)
≥ 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
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.
Association in the course directory
Last modified: We 20.09.2023 08:07
• 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 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).