Lecturer:

• 
  Prof. Dr. Maik Hammerschmidt
  

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Teaching Assistant:

• 
  Lisa Rüger
  

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Time & Location:

Lecture: Tuesdays

Room: tba

Beginn: tba

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Examination:

Written Exam: 60 Min. (6 CP)



Electronic Exam (E-Klausur):

Date: Tuesday, tba

Room: tba




Course Requirements:

Candidates must demonstrate comprehensive knowledge of both the theoretical and applied foundations of innovation management. Furthermore, proficiency is required in the deployment of strategic frameworks for the marketing of innovative products and services.

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Prerequisites :

None (no formal academic prerequisites required).

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Course Objectives & Core Competencies:

Upon successful completion of this course, students will be equipped to critically evaluate, articulate, and implement current conceptual and methodological frameworks within innovation management. Key capabilities include the mastery of technology management paradigms, virtual test market methodologies, Design Thinking, user-acceptance research, and adoption/diffusion models. These analytical tools enable students to conduct rigorous, methodologically sound analyses and systematically manage the stages of the innovation process.

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Course Syllabus & Content:

The first part of the lecture establishes a foundational understanding of innovation management and examines its critical impact on long-term corporate performance and competitive advantage. The discrete stages of the innovation process, which are subject of the second part of the course, are introduced and contextualized within product management. Subsequently, the strategic objectives and tasks of technology management are explored through analytical frameworks such as the technology life cycle and the Technology Readiness Level (TRL) methodology.

The second part of the curriculum delivers an in-depth analysis of the central methodologies utilized during each stage of the innovation process, critically examining their respective strengths and limitations.

• Stage I: Idea Generation and Ideation: Explores user-centric and analytical approaches, including the Lead-User method, Conjoint Analysis, Quality Function Deployment (QFD), and Design Thinking.

• Stage II: Concept Evaluation: Familiarizes students with quantitative and qualitative diagnostic instruments, such as scoring models and market testing approaches—the latter incorporating advanced virtual test markets based on Augmented Reality (AR) and Virtual Reality (VR) technologies.

• Stage III: Market Launch & Commercialization: Concludes the process analysis by investigating how innovations achieve widespread acceptance. This stage leverages seminal models of adoption and diffusion research, specifically focusing on the Rogers and Bass diffusion models.

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Recommended Literature:

• Burke, R. R. (2018). Virtual reality for marketing research. In: Innovative research methodologies in management. Palgrave Macmillan, 63-82.


• Hauschildt, J., Salomo, S., Schultz, C., & Kock, A. (2023). Innovationsmanagement (7. ed). Vahlen.


• Homburg, C. (2020). Marketingmanagement: Strategie - Instrumente - Umsetzung – Unternehmensführung (7. ed.). SpringerGabler.


• Schallmo, D. R., & Lang, K. (2017). Design Thinking erfolgreich anwenden. Springer.


• Thomke, S., & von Hippel, E. (2002). Customers As Innovators: A New Way to Create Value. Harvard Business Review, 80(4), 74-81.