Learning objectives
Knowledge and understanding:
- Convey the concepts of the problems and the business decisions of marketing and innovation management;
- Provide a unified vision of the structure and function of complex projects
- Develop the ability to observe phenomena with a critical business
Applying knowledge and understanding:
- The student will be able to critically analyze optical phenomena of innovation in modern enterprises
- The student will be able to examine and critique optical design with marketing strategies in modern enterprises
Making judgments:
- The student will have the tools to assess the phenomena innovative company and design a marketing program
Communication skills
- The student must have the ability to present clearly the results including the use of tables and graphs
Prerequisites
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Course unit content
- Convey the concepts of the problems and the business decisions of marketing and finance;
- Provide a unified vision of the structure and function of complex projects
- Develop the ability to observe phenomena with a critical business perspective
Full programme
Marketing:
- The process of buying and consumption behavior of the customer
- Market Segmentation
- Targeting and Positioning
- Analysis of competitors
- Product management
- Price management
- Brand management
- Sales management
Management of Innovation
- The importance of technological innovation
- The dynamics of technological innovation
- Shapes and patterns of innovation
- Conflicts of standards and dominant design
- Choosing the time of market entry
- The development of a strategy of technological innovation
- The implementation of an innovation strategy tenologica
- The management of the development process of a new product
- The marketing strategy for innovation
Bibliography
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Teaching methods
Lectures, exercises, case discussions
Assessment methods and criteria
The Assessment is based on:
- Intermediate tests,
- Final written examination and oral
Other information
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