Маркетинг инноваций и применение Искусственного интеллекта

Бакалавриат 2024/2025

Статус: Курс обязательный (Маркетинг и рыночная аналитика)

Когда читается: 3-й курс, 4 модуль

Охват аудитории: для своего кампуса

Язык: английский

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. In addition, as AI and related opportunities are gaining momentum across businesses, AI topic has become an integral part of the curriculum with intention to spark promising opportunities for marketing of innovations.

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
Knowledge of the extent of AI tools applicability while marketing of innovations

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
Understand opportunities and limitations of using AI tools for developing marketing of innovation strategy
Operate innovation business model, including its development, desirability, feasibility, viability testing
Understand and use diffusion of innovations, blue ocean and SAVE (4Ps extended) frameworks to tailor marketing tools at every stage while launching new offer in the market
Bring relevant marketing competencies and find internal resources to fuel successful marketing of innovations
Use relevant AI tools in a decent way for developing marketing of innovations strategy
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

Course Contents

Understanding fundamentals of innovations, markets for innovation and role of AI and digital tools
Understanding role of marketing in value proposition/business model development
Creating a new competitive advantage with innovation
Deploying marketing of innovation strategy

Assessment Elements

Group assignment 1
Case study solution based on course concepts
Individual assignment 1
Case study
Group assignment 2
Creating innovative competitive advantage
Group assignment 3 Written form
Development of marketing of innovation strategy
Final Exam (Individual assessment)
Final exam in the form of written test includes multiple choice questions and essay on given topic. Selection of questions and essay topic will be based on all course materials: recommended textbook chapters, articles, websites, lectures and seminar materials, cases discussed, etc.
Group assignment 3 Presentation

Interim Assessment

2024/2025 4th module
0.2 * Individual assignment 1 + 0.45 * Final Exam (Individual assessment) + 0.1 * Group assignment 1 + 0.1 * Group assignment 2 + 0.05 * Group assignment 3 Presentation + 0.1 * Group assignment 3 Written form

Bibliography

Recommended Core Bibliography

Marketing strategy and competitive positioning, , 2020
Strategic management of technological innovation, Schilling, M. A., 2023

Recommended Additional Bibliography

Blank, S. (2013). Why the Lean Start-Up Changes Everything. Harvard Business Review, 91(5), 63–72. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=87039866
Blue ocean strategy : how to create uncontested market space and make the competition irrelevant, Kim, W. C., 2015
Business model generation : a handbook for visionaries, game changers, and challengers, Osterwalder, A., 2010

Authors

Tikhonov Vadim Viktorovich
Leibman Iuliia Anatolevna
Filipskaia Elena Vladimirovna

Course Syllabus