Marketing and Innovation Management

Module WI000820

This Module is offered by Chair of Technology and Innovation Management (founded by Dr. Theo Schoeller) (Prof. Henkel).

This module handbook serves to describe contents, learning outcome, methods and examination type as well as linking to current dates for courses and module examination in the respective sections.

Module version of WS 2015/6 (current)

There are historic module descriptions of this module. A module description is valid until replaced by a newer one.

available module versions
WS 2015/6WS 2011/2

Basic Information

WI000820 is a semester module in English language at Bachelor’s level und Master’s level which is offered in summer semester.

This Module is included in the following catalogues within the study programs in physics.

  • Catalogue of soft-skill courses
Total workloadContact hoursCredits (ECTS)
180 h 60 h 6 CP

Content, Learning Outcome and Preconditions


Market aspects of innovation: - Innovation: Examples and particularities, - Innovation and the development of industries, - Sources of innovation, - Innovation strategy: Analysis of the market, technology and competition, - Acquisition of technology: Market, cooperation and networks Organizing the innovation process: - The innovation process within the firm, - R&D, production and marketing, - Cooperation for innovation? - Motivation and incentive systems, - Promotors and champions, - Roles in the innovation process, - Opposition against innovation within the firm, - Integrating customers into the innovation process, - Measuring and controlling innovation. Marketing management: - Principles of marketing, - Marketing strategy and environment, - Creating customer value, satisfaction, and loyalty, - Information management and market research, - Analyzing consumer and business markets, - Competition and differentiation from competitors, - Segmenting, targeting, and positioning, - Creating and managing products and services, brand management, - Pricing, - Marketing communications, marketing channels, and service P's.

Learning Outcome

At the end of the module, students will be able to (1) recognize and apply models and concepts related to the market aspects of innovation (e.g., modes of acquisition of technology) and to the organization of the innovation process (e.g., promotors and champions in the innovation process), (2) identify how they can be concretely used in companies, (3) remember and understand the key terms used in marketing, (4) explain common marketing theories and frameworks, (5) describe and justify the use of both marketing strategies and marketing mix instruments, and (6) relate the strategies and use of instruments to core concepts in marketing, such as customer lifetime value, segmenting, targeting, and positioning, decision making styles, customer-perceived value, satisfaction, and loyalty, as well as branding.



Courses, Learning and Teaching Methods and Literature

Courses and Schedule

VO 2 Marketing (WI000688, WI000820) Mittwoch, 16:45–18:15
sowie einzelne oder verschobene Termine
VO 2 Technology and Innovation Management: Introduction (WI000820) Montag, 15:00–16:30

Learning and Teaching Methods

The module consists of two lectures including one or two sessions held by guest speakers to refer to state of the art examples of marketing and innovation. Students will be motivated to read the literature before and after each lecture and relate it to the content taught in class. Furthermore, they will be motivated to discuss the content in online forums that are made available to the students. Learning activities: Literature research, (optional) group project


Lecture slides are available via Moodle. Presentation slides, online discussion forum


• Afuah - Innovation Management. strategies, implementation, and profits • Dodgson, Gann, Salter - The Management of Technological Innovation (Chapter 4) • Teece - Profiting from Technological Innovation: Implications for integration, collaboration, licensing and public policy • Stamm - Structured Processes for Developing New Products • Hauschildt, Kirchmann - Teamwork for innovation - the ""troika"" of promotors • Kotler/Keller/Brady/Goldman/Hansen (2012): Marketing Management, 2nd European ed., Pearson: Harlow. • Kotler/Armstrong (2014): Principles of Marketing, 15th ed., Pearson: Harlow. • Homburg (2015): Marketingmanagement. Strategie – Instrumente – Umsetzung – Unternehmensführung, 5. Aufl., Gabler: Wiesbaden.

Module Exam

Description of exams and course work

The grading will be based on a written exam (120 min). By answering multiple choiche questions students have to show that they have understood and can apply models and concepts related to markets aspects of innovation and to the organization of the innovation process. The questions also asses whether students remember and understand marketing basics (including key terms, theories, frameworks, the use of marketing strategies and marketing mix instruments, and their interrelationship with core concepts in marketing). The questions may require calculations. Students may use a non-programmable calculator to do these calculations. Bonus points can be gained by participating in the optional course group work.

Exam Repetition

There is a possibility to take the exam in the following semester.

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