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040023 KU Applied Topics in Marketing: Innovation und Marketing 1 (MA) (2023W)
Prüfungsimmanente Lehrveranstaltung
Labels
An/Abmeldung
Hinweis: Ihr Anmeldezeitpunkt innerhalb der Frist hat keine Auswirkungen auf die Platzvergabe (kein "first come, first served").
- Anmeldung von Mo 11.09.2023 09:00 bis Fr 22.09.2023 12:00
- Anmeldung von Di 26.09.2023 09:00 bis Mi 27.09.2023 12:00
- Abmeldung bis Fr 20.10.2023 23:59
Details
max. 50 Teilnehmer*innen
Sprache: Englisch
Lehrende
Termine (iCal) - nächster Termin ist mit N markiert
- Dienstag 10.10. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 17.10. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 24.10. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 31.10. 15:00 - 16:30 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 07.11. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 14.11. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 21.11. 15:00 - 18:15 Hörsaal 17 Oskar-Morgenstern-Platz 1 2.Stock
- Dienstag 28.11. 15:00 - 16:30 Hörsaal 15 Oskar-Morgenstern-Platz 1 2.Stock
Information
Ziele, Inhalte und Methode der Lehrveranstaltung
Art der Leistungskontrolle und erlaubte Hilfsmittel
The evaluation criteria of the seminar are as follows:
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%
• Participation: 10%
• Midterm: 45%
• Final Exam: 45%
Mindestanforderungen und Beurteilungsmaßstab
Participation: Grades will be based on the quality and quantity of students’ interventions. Students are encouraged to participate regularly and actively.The final grade is determined as follows:
≥ 80%: 1
≥ 70%: 2
≥ 60%: 3
≥ 50%: 4
< 50%: 5 (fail)
≥ 80%: 1
≥ 70%: 2
≥ 60%: 3
≥ 50%: 4
< 50%: 5 (fail)
Prüfungsstoff
Students are provided with course materials (lectures) and additional readings.
Literatur
Two books are recommended:• Crawford, Merle, Benedetto, Anthony (2014). New Products Management. McGraw Hill Higher Education.• Goldenberg, Jacob, Marzursky, David (2002). Creativity in Product Innovation. Cambridge University Press.You will also be required to read a number of articles on the core issues covered in each session.
Zuordnung im Vorlesungsverzeichnis
Letzte Änderung: Mi 20.09.2023 08:07
• to understand and apply core concepts of new product development
• to recognize critical success factors of new products from both a management and customer perspective
• to understand key issues in positioning new products in the marketplace
• to learn the importance of creativity and improve design thinking abilities
• to enhance cooperation between R&D and marketing in the NPD processThis course covers topics that are theoretically grounded in marketing, innovation, psychology, and management literature.
Using a combination of lectures and real-life cases, this course will examine the challenges and mechanisms for the generation and management of product innovations. Also, it will discuss strategies, structures, people and processes that are required to enhance the development of successful new products.The course follows the following structure:
- Basics of Innovation and New Product Development (NPD)
- Success and Failure in Product Innovation
- NPD Process: Opportunity Identification and Selection
- NPD Process: Concept Generation - Ideas from Market Research
- NPD Process: Concept Generation - Creativity
- NPD Process: Concept Generation – R&D and Co-creation
- NPD Process: Concept Evaluation and Development
- NPD Process: LaunchThe course will consist of six interactive lectures. These lectures are prepared to be dynamic and rely on different learning methods (real-life examples, videos, small group discussions, hands-on, etc).
This course will prepare the students for Innovation II (applied course).