Module Marketing

This module is mandatory for GTIME students as well as MEDMS students with their specialization in management and administration. Furthermore, the module can be chosen as an elective course by IWI and MeM students. It takes place each summer semester.

Contact person: Viola Kopsch

Language: English

Credits: 6 ECTS

Structure:

• Weekly lecture (including interactive group exercises)
• Weekly flipped classroom session
• 2 PBL sessions (5 hours)

Examination:

• Participation and preparation of the PBL sessions
• Participation and preparation in lecture tasks and flipped classrooms
• Final written exam

Course Description:

The "Marketing of Innovation" course offers advanced insights into the unique challenges of marketing innovative products and services. Through a blend of research-based knowledge and practical tools, students will learn to navigate the complexities of dynamic market environments, ensuring that innovations meet customer needs and achieve market success.

Why This Course is Essential:

In a rapidly changing world where innovation drives competitive advantage, understanding how to market and sell new products and services is critical. This course equips students with the essential skills to bridge the gap between technological advancements and market needs, enabling them to contribute to the success of innovative companies and address societal challenges through effective marketing strategies.

Content:

• What are the unique challenges in marketing innovative products and services?
• How can companies effectively gather and utilize information about future customer needs?
• What strategies ensure that new products and services are customer-oriented from conception to market launch?
• How can innovative products be priced, promoted, and sold effectively in competitive markets?

What You Will Learn and Get:

In this course, students will develop a comprehensive understanding of the unique aspects of marketing innovative products and services. They will master advanced tools and strategies for market analysis, enabling them to evaluate current market conditions and predict future trends with confidence. Students will learn how to gather and integrate customer needs into the development process, ensuring that new products and services are both innovative and customer-oriented.

Furthermore students will enhance their ability to work collaboratively, engaging in group discussions and projects where they will learn to articulate their ideas clearly, exchange constructive feedback, and synthesize diverse perspectives into original solutions. They will also refine their presentation skills, learning to communicate complex concepts in a clear and concise manner.

Additionally, the course encourages self-directed learning, equipping students with the ability to independently acquire and apply knowledge to new and complex problem areas. They will develop critical thinking skills, allowing them to thoughtfully consider and reflect on proposed marketing strategies and business decisions. By the end of the course, students will not only be equipped with the theoretical knowledge to succeed in innovation marketing but also with the personal and social skills necessary to thrive in collaborative, fast-paced environments.