Marketing and Innovation Management (MiM)

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.

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) evaluate which models and concepts are most useful in a given situation, (4) remember and understand the key terms used in marketing (e.g., customer lifetime value, segmenting, targeting, and positioning, marketing mix instruments), (5) explain common marketing theories and frameworks (e.g., service-dominant logic, decision-making styles), (6) describe and justify the use of both marketing strategies and marketing mix instruments, and (7) relate the strategies and use of instruments to core concepts in marketing, such as customer-perceived value, satisfaction, and loyalty, and (8) evaluate existing innovation and marketing concepts in terms of their strengths and weaknesses in theory and practice.

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The module consists of two lecture series, each of which include two sessions held by guest speakers to refer to state of the art examples of marketing and innovation. Students will be asked to read the literature before the lecture and prepare for each lecture using texts and slides that are provided. Students will be enabled to relate the material to decision making in practice, by means of examples and cases. In a group project, students can elect to apply key innovation concepts and develop their own case examples, which will subsequently be shared in a wiki format. Students will also be encouraged to discuss the material in online forums that are provided to the students between lectures.

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.

The grading will be based on a written exam (120 min). By answering multiple choice 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 can explain and analyze 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.