Бакалавриат
2026/2027
Маркетинг инноваций
Статус:
Курс обязательный (Маркетинг и рыночная аналитика)
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
3-й курс, 3 модуль
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
36
Course Syllabus
Abstract
Every year companies around the globe spend billions of dollars to develop and market innovative products and services “new to the world” and “new to the group” which are focused on improving the way we operate and live. Only few of these innovations succeed. Many more fail and billions of dollars are being misused – do not bring growth to businesses or make lives better. Understanding what distinguishes innovation solutions which succeed from those which fail makes it possible to take and deploy better business decisions, which increase the odds of innovations success, therefore improve business efficiency, while contributing to a better way forward for business customers and consumers.
Learning Objectives
- Understanding the difference between marketing of incumbent and innovative products as well as state of the art of innovation management and marketing theories and practices behind this
- Ability to develop a marketing strategy of innovative products to increase the odds of their profitable and successful performance in the chosen markets
Expected Learning Outcomes
- Differentiate between incumbent and innovative products/services/solutions/business models and foresee business challenges accordingly
- Use relevant methods to research and define market opportunities for innovative offer
- Operate innovation business model, including its development, desirability, feasibility, viability testing
- Bring relevant marketing competencies and find internal resources to fuel successful marketing of innovations
- Develop marketing of innovations plan based on entrepreneurial approach in order to increase odds of success for innovative offer, while decreasing risks for a firm
- Understand and use diffusion of innovations value development frameworks to tailor new innovation offers to the market
Course Contents
- Understanding fundamentals of innovations and markets for innovative products
- Creating a new competitive advantage with innovation products/services
- Developing and deploying marketing of innovation strategy
Assessment Elements
- Working with course materials on Perusall platform
- Group business case
- Attendance
- Exam
Interim Assessment
- 2026/2027 3rd module0.25 * Working with course materials on Perusall platform + 0.25 * Group business case + 0.1 * Attendance + 0.4 * Exam
Bibliography
Recommended Core Bibliography
- Strategic management of technological innovation, Schilling, M. A., 2023
Recommended Additional Bibliography
- Blue ocean strategy : how to create uncontested market space and make the competition irrelevant, Kim, W. C., 2015
- David J. Bland, & Alexander Osterwalder. (2020). Testing Business Ideas : A Field Guide for Rapid Experimentation. Wiley.
- Osterwalder, A., Clark, T., & Pigneur, Y. (2010). Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=335366
- The innovator's dilemma : when new technologies cause great firms to fail, Christensen, C. M., 1997