040222 VO Marketing (for EC EP) (2023W)

Newly founded companies are often based on innovation and new ideas, which are then marketable and thus made accessible to a broad audience. How do you successfully implement an innovation? How do you enter a market, and how can you assert yourself and grow in it? In these considerations, innovation and marketing ideally go hand in hand, since marketing does not begin with the marketing of the "finished" products / services, but marketing-related considerations should be relevant at a much earlier stage of brainstorming and product development in order to find products that fit the market and develop brands.
The course provides an overview of the fundamentals of innovation management and conveys practical concepts and theories of marketing based on real problems. The knowledge acquired should be helpful in sharpening the understanding of complex practice at the interface between innovation and marketing. Suitable innovation strategies are discussed, for example. As part of strategic marketing, the subject areas of behavior, brand management, sensor technology and market research are dealt with. Finally, decisions of operational marketing are discussed in a practical way (e.g. considerations of communication and pricing policy).
Current news can be found from the start of the course in the Moodle course: https://moodle.univie.ac.at/.