Courses are together with exams the building blocks for modules. Please keep in mind that information on the contents, learning outcomes and, especially examination conditions are given on the module level only – see section "Assignment to Modules" above.
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In the first part of the lecture, fundamentals of marketing will be introduced. It will be outlined why basic marketing knowledge plays a central role for every company and its success. The lecture offers a compact overview of goals as well as tasks and instruments of the marketing mix. It also addresses how marketing tasks and instruments are changing in the context of digitalization. The Marketing part comprises the following five key chapters:• Chapter 1: Subject and basic concepts of marketing• Chapter 2: Product policy• Chapter 3: Pricing policy• Chapter 4: Communication policy• Chapter 5: Distribution policyThe second part of the lecture focuses on innovation management. The course offers a basic understanding of innovation management on both the strategic as well as operational level. A secondary aim of the course is to outline the socio-economic consequences of business innovation as well as possible societal and environmental consequences. Innovation processes in both manufacturing and service industries are considered. The Innovation Management part comprises the following topics:• Definitions, fundamental concepts, models and a framework for managing the innovation process• The socio-economic framework for innovation• Different units of analysis (the organization, network and national systems of innovation) and their influence on strategic options and decisions• Different forms of operational strategies and process innovations.• Introduction of concepts such as flexible production, mass customization, agile production that are related to the innovation process |
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E-Learning course (e. g. Moodle)
TUMonline entry
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