Vorlesung: Marketing of Innovations - Details

Vorlesung: Marketing of Innovations - Details

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Veranstaltungsname Vorlesung: Marketing of Innovations
Untertitel Module: Marketing (Sales and Services / Innovation Marketing)
Veranstaltungsnummer lv2009_S21
Semester SoSe 21
Aktuelle Anzahl der Teilnehmenden 0
Heimat-Einrichtung W-3 Innovationsmarketing
Veranstaltungstyp Vorlesung in der Kategorie Lehre
Voraussetzungen <ul><li>Module International Business<br /></li><li>Basic understanding of business administration principles (strategic planning, decision theory, project management, international business)</li><li>Bachelor-level Marketing Knowledge (Marketing Instruments, Market and Competitor Strategies, Basics of Buying Behavior)</li><li>Unerstanding the differences beweetn B2B and B2C marketing</li><li> Understanding of the importance of managing innovation in global industrial markets</li><li>Good English proficiency; presentation skills</li></ul>
Leistungsnachweis Subject theoretical and practical work
ECTS-Punkte 4

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Kommentar/Beschreibung

<p>I. Introduction </p><ul><li>Innovation and service marketing (importance of innovative products and services, model, objectives and examples of innovation marketing, characteristics of services, challenges of service marketing) </li></ul> II. Methods and approaches of strategic marketing planning <ul><li>patterns of industrial development, patent and technology portfolios</li></ul> III. Strategic foresight and scenario analysis <ul><li>objectives and challenges of strategic foresight, scenario analysis, Delphi method</li></ul> IV. User innovations <ul><li>Role of users in the innovation process, user communities, user innovation toolkits, lead users analysis</li></ul> V. Customer-oriented Product and Service Engineering <ul><li>Conjoint Analysis, Kano, QFD, Morphological Analysis, Blueprinting</li></ul> VII. Pricing <ul><li>Basics of Pricing, Value-based pricing, Pricing models<br /></li></ul> VIII. Sales Management <ul><li>Basics of Sales Management, Assessing Customer Value, Planning Customer Visits</li></ul> IX. Communications <ul><li>Diffusion of Innovations, Communication Objectives, Communication Instruments</li></ul>

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