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Lecture: Marketing of Innovations - Details
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General information

Course name Lecture: Marketing of Innovations
Subtitle Module: Marketing (Sales and Services / Innovation Marketing)
Course number lv2009_S21
Semester SoSe 21
Current number of participants 0
Home institute Institut für Innovationsmarketing (W-3)
Courses type Lecture in category Teaching
Pre-requisites <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>
Performance record Subject theoretical and practical work
ECTS points 4

Course location / Course dates



I. Introduction

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

Admission settings

The course is part of admission "Anmeldung gesperrt (global)".
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