01-17-0007-vl Innovation and Marketing Management

Instructors: Prof. Dr. Dr. Ruth Stock-Homburg

Event type: Lecture

Org-unit: Dept. 01 - Law and Economics

Displayed in timetable as: vl_Inno/Marketing

Subject:

Crediting for:

Hours per week: 2

Language of instruction: Englisch

Min. | Max. participants: - | -

Course Contents:

• fundamentals and differences of B2B- and B2C-marketing
  
• relevance and foundations of innovation management
  
• customer-oriented innovation management process
  
• customer-oriented design elements of innovation management
  
• pricing
  
• sales
  

Preconditions:
Grundlagen der Betriebswirtschaftslehre
Marketing

Further Grading Information:
The course enables students to …

• learn the fundamentals of innovation and marketing management in a B2B setting.
  
• learn the process and organizational design elements of a holistic innovation management approach.
  
• apply learned concepts and instruments in case studies.
  
• connect their knowledge to business cases in presentations of experienced practitioners.