In this course, students will develop a broad understanding of the role of product or service innovations at the firm, consumer and market level. Particular learning outcomes focus at the firm level on the drivers/barriers of innovations within firms and the (dis-)advantages of developing innovations through new business ventures. Furthermore, the course discusses concepts to understand why customers adopt specific innovations and what drives the success of innovations at market level.
This course teaches important steps in the entrepreneurial process from idea generation to market launch. In interactive work groups, students will get insights into different perspectives and, for example, analyze business cases through the eyes of an investor or develop initial concepts for own business ideas. Students are to be animated to entrepreneurial thinking and activity, and will have the opportunity to interact with real-life entrepreneurs joining the course as guest speakers.
The aim of this course is to develop an understanding of innovation management after the launch into the market. Students will explore diffusion of innovation theory and modeling, and learn how to design basic econometric models of innovation diffusion, how to analyze individual-level innovation adoption decisions, and how to apply advanced methods to forecast and manage diffusion processes.
Developing new business ideas and virtually set up a new company is the objective of this course. In small teams, the students go through all processes of establishing a new business, including shaping the basic idea, initial market research, setting up a business plan, developing pricing, branding and communication activities. In this process, the students acquire and apply knowledge on market research and entrepreneurship and advance their communication skills.
The purpose of the course is to introduce students to outstanding marketing research and its influence on academia and management while improving their critical reading and presentation skills. Based on award-winning papers, the students are expected to assess the contribution of the research itself as well as its academic and managerial impact. This involves thorough review of related literature.
Fact based decision making requires good analytical skills. This course will prepare the students for conducting research for their capstone thesis project as well as for analyzing business problems once they have graduated.
This course focuses on how organizations learn about what customers truly need, develop strategies to fulfill those needs, properly price their products and services, distribute their products, develop awareness and branding, and maintain their customers. Students should develop an understanding through this course of how to identify customer needs, create strategies to fulfill those needs, properly structure their marketing mix so that customers will want their products or services, price their products for win/win value, develop channel strategies appropriate for their products and customers, develop awareness in their customers through advertising and promotion, and maintain customers over time to maximize customer equity.
This course focuses on how organizations develop innovative ideas, bring those ideas to market and do so in a manner that is both sustainable from an ongoing process perspective and from an environmental perspective. Students should develop an understanding through this course of where innovative ideas come from; how they can build innovation capabilities in their organizations; how to address and minimize the effects of risk and uncertainty in the innovation and development processes; what frameworks are used to manage and organize innovation and development processes; how to embed innovation in the culture of their organizations so that it becomes part of how their organization does business; and how to develop and design new products that are sustainable from an environmental perspective.
Prof. Dr. Christian Barrot
Tel: +49 40 328707-226
Fax: +49 40 328707-209