MKTG 681 Marketing Innovation and Commercialization (4)

This course is designed to help students deepen their understanding of innovation in context to the commercialization of a firm’s market offering. While “product” is often the focus of business and academic literature in this topical area, this course will address a broader definition of “market offering” to include product, service, information, technology, idea and/or experience offered by an organization to a market to satisfy a need or want. In the course the student will be exposed to the strategic business imperatives for innovation; contemporary academic and practitioner theories of commercialization, adoption and diffusion; the criticality of differentiation and the role of innovation in organizations. Prerequisite(s): Full-Time: MKTG 626 Marketing Management (3). Fully-Employed: MKTG 658 Marketing Management (4)

Student Learning Outcomes

Understand the nature, importance and context of innovation
Recognize that in many situations there is a range of alternatives which should be evaluated
Apply appropriate theoretical concepts, models, frameworks, tools and techniques which facilitate innovation
Use a wide range of information sources
Analyze alternative approaches to managing innovation
Analyze the role of innovation in maintaining strategic fit and competitive advantage in organizations
Evaluate factors influencing innovation, diffusion and adoption
Evaluate alternative innovation management practices in organizations
Develop effective skills of critical analysis and evaluation
Create a market development strategy for a new product
Plan and control effectively for successful completion of personal and team (project and assignment) workload
Present recommendations, in both oral and written form, using and justifying argument

Grading Basis: Graded