Universität Wien

040105 KU Applied Topics in Marketing: Innovation and Marketing 1 (MA) (2024S)

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

  • Wednesday 13.03. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 20.03. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 10.04. 15:00 - 18:15 Digital
  • Wednesday 17.04. 15:00 - 16:30 Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock
  • Wednesday 24.04. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 08.05. 15:00 - 18:15 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
  • Wednesday 15.05. 15:00 - 16:30 Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß

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 course are the following:
• 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. 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: Launch

The 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/

Assessment and permitted materials

The evaluation criteria of the seminar are as follows:
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%

Dictionaries are permitted for written examinations.

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)

Opportunities to retake missed or unsatisfactorily completed examinations cannot be offered.

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 31.07.2024 11:25