Elective module in the context of a specialisation in marketing and channel management
Lecturer: Prof. Dr. Maik Hammerschmidt
Contact person: Melanie Schwede, M.Sc.
Module for the following Master's degree programmes:
- Marketing and E-Business (M.Sc.)
- Finance, Accounting and Taxes (M.Sc.)
- Management (M.Sc.)
- Global Business (M.Sc.)
- Taxation (M.Sc.)
- Business Information Systems (M.Sc.)
- Business and Human Resource Education (M.Ed.)
- Business Education and Human Resource Development (M.Sc.)
- Development Economics (M.Sc.)
- International Economics (M.Sc.)
- History of Global Markets (M.A.)
- Applied Statistics (M.Sc.)
- Social and Cultural Anthropology (M.A.)
- Sociology (M.A.)
- Agricultural Sciences (M.Sc.)
No admission requirements.
Learning outcomes/core skills:
After successful attendance, students are able to understand and critically discuss qualitative and quantitative approaches of the management of business innovations. Specifically, students learn how to apply state-of the art instruments to generate product innovations (e.g., lead-user approach and conjoint analysis), to evaluate product concepts (e.g., test markets) and to introduce new products successfully (e.g., adoption and diffusion models). In this way, the students get to know methods that empower them to analyze innovation life cycles and to shape the innovation management process.
Contents of the lecture:
After developing a basic understanding of innovations management, this course presents the stages of the innovation process and corresponding product management instruments. Drawing on concepts such as the technology life cycle and technology portfolio, the means and ends of strategic technology management are discussed. Then, in delving into the innovation process, the course introduces instruments for each stage of the process. First, creativity techniques for generating new product ideas are depicted. In order to turn ideas into more concrete product concepts and prototypes, students are introduced to the lead-user approach, conjoint analysis, and quality function deployment. In the following section, instruments for evaluating and selecting innovative concepts (e.g., scoring models, test markets, ASSESSOR model) are discussed. Finally, the successful market launch of innovative products and services is explained by modelling the adoption and diffusion processes.
Time & Place
Lecture: Tuesday, 12:15 until 13:45
Start of lecture: Tuesday, 26.04.2022
Written exam: 90 Min (6 CP)
Proof of knowledge of instruments and approaches of innovation management and the ability to apply strategic approaches for marketing innovative products, services, and processes.
Time & Place:
Date: in presence,Tuesday, 09.08.2022, 12:15 - 13:45
Room: ZHG 009
Registration in FlexNow: 04.04.2022 - 02.08.2022 (signing off until 08.08.2022, 12:15 p.m.)
Recommended references for the lecture:
- Bea, F. X., & Haas, J. (2016). Strategisches Management (8. Auflage). Stuttgart: UTB.
- Hauschildt, J., Salomo, S., Schultz, C., & Kock, A. (2016): Innovationsmanagement (6. Auflage). München: Vahlen.
- Herrmann, A., & Huber, F. (2013). Produktmanagement: Grundlagen - Methoden – Beispiele (3. Auflage). Wiesbaden: SpringerGabler.
- Trommsdorff, V., & Steinhoff, F. (2013). Innovationsmarketing (2. Auflage). München: Vahlen.
- Thomke, S., & von Hippel, E. (2002). Customers As Innovators: A New Way to Create Value, Harvard Business Review, 80(4), S. 74-81.