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 MINI-ASSIGNMENTS: Doing mini-assignments on time before each class session with proper reflection (3 mini-assignments). Review feedback on submitted material.
4. PROJECT GROUP PRESENTATION: Present “innovation marketing assignment” in the last course which designed to allow each team to proof, challenge understanding of course content in an applied setting through engaged, meaningful debate (group work, 4 students/group).
5. FINAL EXAM: exam is designed to assess students’ personal mastery of key learning objectives of the course based on lecture materials.
EVALUATION
1. Individual Mini Assignments - 20%
• Learning goal: Acquisition of Knowledge
• 70 % for the content, 30% for the structure
2. Project Group Presentation – 30%
• Learning goal: Problem solving and decision making skill
• 60 % for the content, 20% for the structure and 20% for communication
3. Final ORAL exam – 50%
5 questions, each question is rated on a scale of 1-5 grade as follows.
Grade 1: Below expectation (<50%) - Unable to demonstrate a good understanding of the fundamental innovation marketing principles and concepts. Unable to apply the innovation marketing principles and concepts to deal with the issue(s).<%1 % 0%> Grade 2: Poor fit (50-65%) – Able to demonstrate some level of understanding of the fundamental innovation marketing principles and concepts yet unable to apply the innovation marketing principles in practice.
Grade 3: Good (66-75%) – Able to demonstrate level of understanding of the fundamental innovation marketing principles and concepts yet still confused with the application of the innovation marketing principles in practice.
Grade 4: Very good (76-85%) - Able to demonstrate a good understanding of the fundamental
innovation marketing principles and concepts. Able to apply the innovation marketing principles and concepts in practice.
Grade 5: Outstanding (86-100%): Able to demonstrate a very good and comprehensive understanding of the fundamental innovation marketing principles and concepts. Able to effectively apply the innovation marketing principles and concepts in practice.
Average of grades of the 5 questions add up a final oral exam grade (1-5).
Evaluation for individual mini assignments
Contributions demonstrate knowledge of subject matter, constructive and insightful. Evaluation scale: 1-5 (1: Not yet; 5: Substantially Developed). Content and structure evaluation as in group presentation.
Evaluation scale for Group Presentation
I.CONTENT EVALUATION
Evaluations scale: 1-5 (1: Not yet; 5: Substantially Developed) for each criteria:
Evaluation crieria#1: Problem definition - The problem clearly and thoroughly defined; group demonstrates the ability to construct a clear and insightful problem statement with evidence of all relevant contextual factors.
Evaluation criteria#2: Devise Strategies to Solve the Problem - Group identifies multiple strategies for solving the problem that apply within a specific context; demonstrates the ability to invert a process to form a plan and clearly articulates their decision-making process; group identifies alternatives that reflect an in depth understanding of the situation.
Evaluation criteria#3: Conclusions - Reviews results relative to the problem defined with thorough, specific considerations of need for further work.
II.COMMUNICATION EVALUATION
Oral communication evaluation scale: 1-5 (1: Not yet; 5: Substantially Developed) for each criteria:
Evaluation criteria#1: Communication outcome - Central message is precisely stated; main points are clearly identified.
Evaluation criteria#2: Design - Organizational pattern is clearly and consistently observable and makes the content of the presentation cohesive; Content is accurate, thorough, and directly on point; strong support and references are provided. Exhibits depth and insight in content. Effective use of time and stays within time parameters.
III.STRUCTURE EVALUATION
Structure evaluation scale: 1-5 (1: Not yet; 5: Substantially Developed) for each criteria:
Evaluation criteria#1: Format and language - Writing precisely stated; main points are clearly identified, language is accurate, referencing is correct, title, chapter, sections are marked.
Evaluation criteria#2: Context reflection – Introduction, reflection to writing, findings are explained in an objective manner with – if necessary – graphs, statistics and or tables. Research aim is a clear, summary on findings, conclusions, further research implications are highlighted. Effective content quantity (meets expectations) and stays within length parameters.
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 MINI-ASSIGNMENTS: Doing mini-assignments on time before each class session with proper reflection (3 mini-assignments). Review feedback on submitted material.
4. PROJECT GROUP PRESENTATION: Present “innovation marketing assignment” in the last course which designed to allow each team to proof, challenge understanding of course content in an applied setting through engaged, meaningful debate (group work, 4 students/group).
5. FINAL EXAM: exam is designed to assess students’ personal mastery of key learning objectives of the course based on lecture materials.
EVALUATION
1. Individual Mini Assignments - 20%
• Learning goal: Acquisition of Knowledge
• 70 % for the content, 30% for the structure
2. Project Group Presentation – 30%
• Learning goal: Problem solving and decision making skill
• 60 % for the content, 20% for the structure and 20% for communication
3. Final ORAL exam – 50%
5 questions, each question is rated on a scale of 1-5 grade as follows.
Grade 1: Below expectation (<50%) - Unable to demonstrate a good understanding of the fundamental innovation marketing principles and concepts. Unable to apply the innovation marketing principles and concepts to deal with the issue(s).<%1 % 0%> Grade 2: Poor fit (50-65%) – Able to demonstrate some level of understanding of the fundamental innovation marketing principles and concepts yet unable to apply the innovation marketing principles in practice.
Grade 3: Good (66-75%) – Able to demonstrate level of understanding of the fundamental innovation marketing principles and concepts yet still confused with the application of the innovation marketing principles in practice.
Grade 4: Very good (76-85%) - Able to demonstrate a good understanding of the fundamental
innovation marketing principles and concepts. Able to apply the innovation marketing principles and concepts in practice.
Grade 5: Outstanding (86-100%): Able to demonstrate a very good and comprehensive understanding of the fundamental innovation marketing principles and concepts. Able to effectively apply the innovation marketing principles and concepts in practice.
Average of grades of the 5 questions add up a final oral exam grade (1-5).
Evaluation for individual mini assignments
Contributions demonstrate knowledge of subject matter, constructive and insightful. Evaluation scale: 1-5 (1: Not yet; 5: Substantially Developed). Content and structure evaluation as in group presentation.
Evaluation scale for Group Presentation
I.CONTENT EVALUATION
Evaluations scale: 1-5 (1: Not yet; 5: Substantially Developed) for each criteria:
Evaluation crieria#1: Problem definition - The problem clearly and thoroughly defined; group demonstrates the ability to construct a clear and insightful problem statement with evidence of all relevant contextual factors.
Evaluation criteria#2: Devise Strategies to Solve the Problem - Group identifies multiple strategies for solving the problem that apply within a specific context; demonstrates the ability to invert a process to form a plan and clearly articulates their decision-making process; group identifies alternatives that reflect an in depth understanding of the situation.
Evaluation criteria#3: Conclusions - Reviews results relative to the problem defined with thorough, specific considerations of need for further work.
II.COMMUNICATION EVALUATION
Oral communication evaluation scale: 1-5 (1: Not yet; 5: Substantially Developed) for each criteria:
Evaluation criteria#1: Communication outcome - Central message is precisely stated; main points are clearly identified.
Evaluation criteria#2: Design - Organizational pattern is clearly and consistently observable and makes the content of the presentation cohesive; Content is accurate, thorough, and directly on point; strong support and references are provided. Exhibits depth and insight in content. Effective use of time and stays within time parameters.
III.STRUCTURE EVALUATION
Structure evaluation scale: 1-5 (1: Not yet; 5: Substantially Developed) for each criteria:
Evaluation criteria#1: Format and language - Writing precisely stated; main points are clearly identified, language is accurate, referencing is correct, title, chapter, sections are marked.
Evaluation criteria#2: Context reflection – Introduction, reflection to writing, findings are explained in an objective manner with – if necessary – graphs, statistics and or tables. Research aim is a clear, summary on findings, conclusions, further research implications are highlighted. Effective content quantity (meets expectations) and stays within length parameters.
- Neptun Tanár: Varga-Toldi Katalin
Szemeszter: 2024/25/1