GUEIM1BMLF/IM-LC/BD/P/3
Today excellent service and customer experience became one of the most important parts of marketing strategies. Go to market services, products and complex solutions are technology-enabled marketers should understand what differentiates those innovative solutions that succeed from those that fail. This course considers the fundamental question of why innovations succeed or fail, providing students a set of evidence-based concepts, methods, tools, and frameworks that allow them to make better decisions. To be able to deliver customer experience, value creation, efficient communication, professional delivery for innovative solutions there are many critical drivers which may differ from traditional marketing frameworks. This course will provide student an integrated framework to recognize the risks associated with marketing innovations. The aim of this course is to enable students to learn practical skills and intellectual knowledge of how to market innovations, for sustainable success. Key learnings of the course include a classification of specific market risks and opportunities associated with marketing innovative solutions as well as explicit tools to mitigate that risk and take advantage of market opportunity.
By the end of this course, students should be able to:
1. Explain the changes affecting the business, including the market and competitive situation
2. Define the types of market risks, innovations and describe their implications.
3. Relate to the fundamental innovation marketing principles and concepts.
4. Apply useful marketing frameworks for effective innovation marketing.
5. Design effective innovation marketing strategies and evaluate them.
Requirements
1. PARTICIPATION: 70% of individual class participation
2. PREPARATION: Reviewing online lectures and pack readings (articles, case studies)
3. INDIVIDUAL ASSIGNMENT: Present “innovation marketing assignment” in the last course which designed to allow each student to proof, challenge understanding of course content in an applied setting through engaged, meaningful debate.
4. FINAL EXAM: exam is designed to assess students’ personal mastery of key learning objectives of the course based on lecture materials.
Today excellent service and customer experience became one of the most important parts of marketing strategies. Go to market services, products and complex solutions are technology-enabled marketers should understand what differentiates those innovative solutions that succeed from those that fail. This course considers the fundamental question of why innovations succeed or fail, providing students a set of evidence-based concepts, methods, tools, and frameworks that allow them to make better decisions. To be able to deliver customer experience, value creation, efficient communication, professional delivery for innovative solutions there are many critical drivers which may differ from traditional marketing frameworks. This course will provide student an integrated framework to recognize the risks associated with marketing innovations. The aim of this course is to enable students to learn practical skills and intellectual knowledge of how to market innovations, for sustainable success. Key learnings of the course include a classification of specific market risks and opportunities associated with marketing innovative solutions as well as explicit tools to mitigate that risk and take advantage of market opportunity.
By the end of this course, students should be able to:
1. Explain the changes affecting the business, including the market and competitive situation
2. Define the types of market risks, innovations and describe their implications.
3. Relate to the fundamental innovation marketing principles and concepts.
4. Apply useful marketing frameworks for effective innovation marketing.
5. Design effective innovation marketing strategies and evaluate them.
Requirements
1. PARTICIPATION: 70% of individual class participation
2. PREPARATION: Reviewing online lectures and pack readings (articles, case studies)
3. INDIVIDUAL ASSIGNMENT: Present “innovation marketing assignment” in the last course which designed to allow each student to proof, challenge understanding of course content in an applied setting through engaged, meaningful debate.
4. FINAL EXAM: exam is designed to assess students’ personal mastery of key learning objectives of the course based on lecture materials.
- Neptun Tanár: Varga-Toldi Katalin
Szemeszter: 2024/25/1