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Regular version of the site
Master 2020/2021

Marketing Innovation

Area of studies: Management
When: 2 year, 1 module
Mode of studies: offline
Open to: students of all HSE University campuses
Instructors: Irina Bazileva
Master’s programme: Governance of Science, Technology and Innovation
Language: English
ECTS credits: 3

Course Syllabus

Abstract

The course introduces the basic theories and concepts underlying the state of the art marketing. Marketing Innovation is a 21st century topic with a rapidly developing instrumental framework. In the rapidly changing economic environment, and the growing interdependence of market players, the market resistance to innovation becomes only stronger. In the process of innovation management, companies sometimes underestimate the role of product marketing and further product development based on anticipated demand. As the market becomes more consumer-centric, the companies face constant challenges to develop new instruments of bringing innovations to market. The course thus provides insights to students how innovative companies can adopt the comprehensive approach to their go-to-market techniques, develop relationship-based marketing instruments, and processes of value co-creation in order to shape consumer experience. It indicates marketing innovation as the key element of innovation management and justifies the need for companies to respond to changing consumer demands and expectations. The course is a major component of the concept of innovation. The learners get to know the basic theories and instrument of the diffusion of innovations and understand its key drivers - including the technology push, the market pull as well as economic, social and institutional factors.
Learning Objectives

Learning Objectives

  • Up to date knowledge on marketing innovations
  • Training of market analysis
  • Training of interdisciplinary and systemic thinking
  • Training of problem identification and solution
Expected Learning Outcomes

Expected Learning Outcomes

  • Create an idea of a go-tomarket project by analyzing current market trends
  • Do market research on a chosen go-to-market project
  • Create a market strategy and a business model for a chosen project
  • Create a marketing plan for a chosen project
Course Contents

Course Contents

  • The Meaning of Marketing Innovation
     Consumer behavior, consumer development, and involving consumers in cocreation of value are key factors of marketing innovation.  The specifics of contemporary networked market environment that bring changes in approaches to introducing technological innovations to the market.  The meaning of marketing innovation is established through the innovation lifecycle by addressing the models of market adoption and development
  • Market Research and Customer Development in Technological Markets
    Technological factors are key to the macro-environmental analysis, for they determine barriers to entry, as well as affect value model and product cost. Companies need to manage both incremental and disruptive innovation frameworks in order to leverage value creation and delivery models.  Market segmentation is extremely important in order to identify the niche market, and customer matrix reflects a bell-curve of consumer adoption of the new product. The growing importance of customer development puts emphasis on the instruments of relationship marketing, co-creation and one-to-one marketing.
  • Market Strategy Framework for Innovations
    Create a market strategy and a business model for a chosen project
  • Marketing Mix for Innovative Products
    Innovation go-to-market instruments encompass new product architecture, pricing and sales models specific to innovative products.  Marketing innovation methodology embraces a shift to customer (demand) centric approach, emphasizing multiple channel and two-way communication management.  A new concept of “Innovation Mix” incorporating customer focus organizational design and process innovation.
Assessment Elements

Assessment Elements

  • non-blocking Exam
  • non-blocking Interim tests
  • non-blocking Seminars (project)
Interim Assessment

Interim Assessment

  • Interim assessment (1 module)
    0.1 * Interim tests + 0.4 * Exam + 0.5 * Seminars (project)
Bibliography

Bibliography

Recommended Core Bibliography

  • Cooper, B., & Vlaskovits, P. (2016). The Lean Entrepreneur : How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets (Vol. Second edition). Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1179810
  • 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
  • Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value Proposition Design : Entwickeln Sie Produkte und Services, die Ihre Kunden wirklich wollen. Die Fortsetzung des Bestsellers Business Model Generation! Frankfurt: John Wiley & Sons, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1166970
  • Osterwalder, A., Smith, A., Bernarda, G., & Pigneur, Y. (2014). Value Proposition Design : How to Create Products and Services Customers Want. Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=945730
  • Ries, E. (2011). The Lean Startup : How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. New York: Currency. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=733896
  • Trott, P. (2017). Innovation Management and New Product Development (Vol. Sixth edition). Harlow, Enlgand: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419855

Recommended Additional Bibliography

  • Christensen, C. M. (2016). The Innovator’s Dilemma : When New Technologies Cause Great Firms to Fail (Vol. [Third edition?]). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1917647
  • Christensen, C. M., & Raynor, M. E. (2013). The Innovator’s Solution : Creating and Sustaining Successful Growth. Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=675243
  • Keeley, L. (2013). Ten Types of Innovation : The Discipline of Building Breakthroughs. Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=571813
  • Slywotzky, A. J., & Weber, K. (2011). Demand : Creating What People Love Before They Know They Want It (Vol. 1st ed). New York: Crown Business. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=733888