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PRODUCT & INNOVATION

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-IN-S1-MKT-IN-EI03UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1English
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT


Pré requis

Basic knowledge of Marketing management, Consumer Behavior and Marketing research

Objectifs du cours

- Understand the critical role of innovation for companies and the opportunities and challenges of innovation
- Identify the sources of innovation
- Understand the New Product Development Process and apply it to analyze real life innovations
- Understand, describe and evaluate actual product innovations

Contenu du cours

- The role of innovation, the opportunities and challenges to corporations
- The various types and sources of innovation
- Consumers’ response to innovation
- The New Product Development process : from concept to actual offer
- The Launch of New Product NPD and its monitoring
- Key Success factors in product innovation, lessons from successes and failures
- A critical look at innovation and the new challenges to corporations (BOP marketing, ethics, globalization)
Illustrations: Nespresso, Apple, Geox, Google Glasses, Red Bull, etc


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings8,00   articles reading
Research6,00  
Independent study
Group Project10,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

- case studies in-class and as homework, presented in class (group work)
- final project assignment (group work) : explain and critically analyze a real-life product innovation
- individual class participation and presentation

Type de ContrôleDuréeNombrePondération
Others
Group Project10,00150,00
Case study6,00340,00
Continuous assessment
Participation0,00010,00
TOTAL     100,00


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