This class exists in these courses :
• Faculté de Gestion, Economie & Sciences - Masters - Master 1 Marketing & Responsible Cocreation - S2 - 3 ECTS

Prerequisites

Good understanding of English, oral and written;

Basic (Bachelor level) knowledge of marketing;

Intellectual curiosity and open-mindedness.

Learning outcomes

The overall objective of this course is to help students understand the main challenges facing companies seeking to market technologically innovative products and / or services today, and how they can overcome those challenges.

On successful completion of this course, participants will understand:

• The main challenges for companies seeking to market technologically innovative products and / or services in the 21st century;

• The strategic importance for such companies of placing the customer at the centre of their marketing strategy.

More specifically, participants will be able to:

• Define key concepts addressed during the course, such as creativity, innovation, technology, the Internet of Things, Artificial Intelligence and customer centricity, etc., and provide concrete examples in relation to specific firms;

• Explain why technologically innovative companies need to become customer-centric, and suggest ways in which they might do so;

• Critically evaluate the marketing strategy for a given technology company in a given market;

• Propose a robust marketing strategy for a given technology company in a given market.

Course description

• Why innovate? The business case;


• Creativity and innovation: The importance and role of creativity in business;


• What is innovation? The different types of innovation;


• Integrating innovation into company strategy;


• Sustainable innovation;


• Disruption and disruptive brands;


• Market analysis and research;


• Product / service life cycle: launching an innovative product / service;


• Mini case-study/ies;


• Managing and marketing technological innovation: customer centricity;


• The future of marketing;


• Real-life company case study (to be confirmed)

Class type

Class structure

• Lectures


• Tutorials


• In-class discussions


• Case studies


• In-class presentations

Teaching methods

Assessment

Contrôle continu : coeff. 1