MKTG 629 Marketing Innovation and New Offerings (2)

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: MKTG 603 Prerequisite(s): MKTG 603 The Art and Science of Marketing (4)

Grading Basis: Graded