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The course aims to train students in making management decisions regarding the development and commercialization of new products and services from a marketing perspective. In order to reach this goal, students need to (1) know the state-of-the-art in academic research on marketing and innovation, especially the role of marketing in the product/service development and commercialization process, (2) be able to reflect on and critically evaluate academic literature in the field of marketing and innovation, and (3) be able to apply this knowledge to cases in practice.
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Innovation in general and new products and services in particular are important for the long-term performance and survival of organizations. As a result, new product development (NPD) and new service development (NSD) are crucial organizational processes that receive a lot of managerial and academic attention. Marketing has an important role to play in these processes. The course Marketing & Innovation aims to help students in making management decisions regarding the development and commercialization of new products and services by providing insight in the role of marketing in NPD and NSD. More specifically, Marketing & Innovation focuses on how to create customer value through new products or services and argues that doing so requires customer intimacy. In this sense the whole course is based on relationship management ideas. You will gain knowledge on and reflect on the most important theories, concepts and instruments that may be helpful in developing and commercializing new products and services. Topics that will be discussed in the course include: the role of marketing in the NPD/NSD process, the fuzzy front-end of NPD, adoption and diffusion, using lead users, concept testing, and launch strategies. In addition, this course aims to give you insight in what NPD/NSD looks like in practice.
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| Participants must be admitted to and enrolled in the Master's program in Marketing or the master's program in Innovation & Entrepreneurship. Basic marketing knowledge is expected (e.g., concepts such as segmentation, targeting, market orientation, customer value). |
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Written examination + paper. Grades for parts of the course are only valid this academic year, unless decided otherwise at the beginning of the course next year (this depends on whether the course will be changed next year).
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