Innovation & Marketing
Credits
2
This course builds a bridge between innovation and marketing, and will build on these propositions: growth is the desired goal of virtually all companies and is possible only if a company increases its pool of profitable customers; and customers will only do business with a company if they get relevant value in exchange for their resources (time, effort, money). Using a customer value lens we will examine the essential aspects of innovation, marketing, and the link between the two. Students will get a conceptual and operational understanding of the new innovation and marketing landscapes, and will have a foundation for pursuing the study and/or practice of innovation and/or marketing.