602.978 (24W) Innovation Marketing

Wintersemester 2024/25

Registration possible from
29.08.2024 00:00

First course session
04.10.2024 10:00 - 14:00 S.2.05 On Campus
Next session:
11.10.2024 10:00 - 14:00 Z.1.09 On Campus

Overview

Lecturer
Course title german Innovation Marketing
Type Course (continuous assessment course )
Course model Attendance-based course
Hours per Week 2.0
ECTS credits 4.0
Registrations 0 (30 max.)
Organisational unit
Language of instruction Englisch
possible language(s) of the assessment English
Course begins on 04.10.2024

Time and place

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Course Information

Intended learning outcomes

Building a theoretical foundation for innovation marketing, building an understanding of available tools for innovation activities

Teaching methodology

Lecturing sessions asynchronous via blended learning; 

on-campus sessions with exercises and case studies;

written exam;

Course content

This course gives a theoretical overview and provides practical experience with advanced tools of innovation marketing. 

Whereas the corresponding course "Innovation management - trends, theories, practices" (Winter term) covers the governance aspects of innovation strategy, organization, and culture/climate, this course "Innovation marketing" approaches innovation management at the individual project level. 


Part 1: Innovation process management

In this chapter, existing formal process models and the evaluation and selection mechanisms of innovation projects are elaborated.

- Relevance of an Efficient Innovation Process
- Formal Innovation Process Models
- “Gates” – Selection of Innovation Projects
- Linkage between Innovation Strategy and Projects


Part 2: Tools of innovation marketing "from idea to launch"

In the second chapter, this course covers the concept of customer-centricity for innovation. Furthermore, a set of advanced tools and methods of innovation marketing to master innovation 'from idea to launch' is explored in theory and practice. Furthermore, where relevant, the use of LLMs is demonstrated to determine proper use cases and limitations for using AI in the innovation process.

- Creativity and Idea Generation  
- Customer Integration and Corresponding Tools/Methods  The Role of the - -  Relevance of Customer Needs in the Innovation Process
- Customer Integration Framework
- Methods of Customer Integration
        Empathic design
        Job-to-be-done
        KANO
        Crowd Integration (sourcing, funding, prediction)
        Concept test and Prototyping
        Lead user
        Analog user
        Toolkits
        Conjoint analysis
        Adoption & Diffusion for market launch


Part 3: Acceleration of Innovation

The third chapter deals with acceleration frameworks enabling entrepreneurs and corporations to quickly assess, validate, and realize innovation endeavors.

- Concept and empirical foundations of Rapid Validity Testing (RVT)
- Overview of approaches enabling RVT (Lean innovation, Lean Start-up, Design Thinking, Lean Stack)
- Lean Stack - Deep Dive
  Customer Forces Framework
  Customer Acquisition Factory and Customer Success Factory
  LS-Business Model Canvas
  Fit Sequence
    Customer/Problem Fit (Discovery)
    Problem/Solution Fit (Offer testing)
    Solution/Customer Fit (MVP)
    Product/Market Fit
    Market/Channel Fit (GTM Strategy)
  Growth Management
  LS-Implementation as Start-up vs. Corporation


Didactically, the course combines theoretical lectures with on-campus work assignments to build the theoretical foundation and practical skills for applying specific tools.

Prior knowledge expected

Basic knowledge about innovation management recommended (innovation types, innovation degrees, basic phases of the innovation process)

Examination information

Im Fall von online durchgeführten Prüfungen sind die Standards zu beachten, die die technischen Geräte der Studierenden erfüllen müssen, um an diesen Prüfungen teilnehmen zu können.

Examination methodology

Individual assessment (written or verbal exam)

Examination topic(s)

Topics that have been discussed in the course

Assessment criteria / Standards of assessment for examinations

Individual assessment 100%

Grading scheme

Grade / Grade grading scheme

Position in the curriculum

  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Innovation Management (Compulsory elective)
      • Special Topics I: Innovation & Entrepreneurship ( 2.0h KS / 4.0 ECTS)
        • 602.978 Innovation Marketing (2.0h KS / 4.0 ECTS)
  • Master's degree programme Applied Business Administration (SKZ: 918, Version: 12W.4)
    • Subject: Innovation Management (Compulsory elective)
      • Special Topics II: Innovation & Entrepreneurship ( 2.0h KS / 4.0 ECTS)
        • 602.978 Innovation Marketing (2.0h KS / 4.0 ECTS)
  • Master's degree programme Business Administration (SKZ: 918, Version: 22W.1)
    • Subject: Innovationsmanagement (Compulsory elective)
      • 8.2 Innovationsmanagement 2 ( 0.0h KS, VC, VI, VO, SE / 4.0 ECTS)
        • 602.978 Innovation Marketing (2.0h KS / 4.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Master's degree programme Information Management (SKZ: 922, Version: 19W.1)
    • Subject: Innovation Management and Entrepreneurship (Compulsory elective)
      • 6.3.2 Innovation Management and Entrepreneurship 2 ( 0.0h VO, VI, VC, KS, SE / 4.0 ECTS)
        • 602.978 Innovation Marketing (2.0h KS / 4.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Master's degree programme Information Management (SKZ: 922, Version: 23W.1)
    • Subject: Innovation Management and Entrepreneurship (Compulsory elective)
      • 6.3.2 Innovation Management and Entrepreneurship 2 ( 0.0h KS, VC, VI, VO, SE / 4.0 ECTS)
        • 602.978 Innovation Marketing (2.0h KS / 4.0 ECTS)
          Absolvierung im 1., 2., 3., 4. Semester empfohlen
  • Master's degree programme Information and Communications Engineering (ICE) (SKZ: 488, Version: 15W.1)
    • Subject: Management and Economics: Advanced (WI) (Compulsory elective)
      • Entrepreneurship & Innovation Management ( 0.0h VK, VO, KU / 10.0 ECTS)
        • 602.978 Innovation Marketing (2.0h KS / 4.0 ECTS)

Equivalent courses for counting the examination attempts

Wintersemester 2023/24
  • 602.978 KS Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2022/23
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2021/22
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2020/21
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2019/20
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2018/19
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2017/18
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2016/17
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)
Wintersemester 2015/16
  • 602.978 KS Special Topics: Innovation & Entrepreneurship: Innovation Marketing (2.0h / 4.0ECTS)