Developing for Markets
Faculteit | Economie en Bedrijfskunde |
Jaar | 2022/23 |
Vakcode | EBM062A05 |
Vaknaam | Developing for Markets |
Niveau(s) | master, uitwisseling |
Voertaal | Engels |
Periode | semester I a |
ECTS | 5 |
Rooster | rooster |
Uitgebreide vaknaam | Developing for Markets | ||||||||||||||||||||||||||||
Leerdoelen | Upon completion of the course the student is able to: 1. Explain the importance of customer focus in innovation. 2. Explain the role of customers in New Product Development. 3. Critically evaluate academic papers and link them to other related literature. 4. Apply the theoretical concepts of customer orientation and innovation to real life situations. 5. Analyze practical problems using models and methods from the literature. 6. Synthesize different theoretical perspectives. 7. Effectively communicate in a group orally and in writing. 8. Critically reflect on others' student work and provide constructive feedback. |
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Omschrijving | The course aims to explain the role of a customer focus in innovation management. Students are taught analytical and design skills in order to propose, design and market new products (or services) that offer superior value to customers. They learn to synthesize different theoretical perspectives, and to apply theoretical concepts of innovation management and marketing to real-life situations. Synthesis of the theory is achieved through an intensive series of lectures during the first part of the course. The second part of the course is reserved for the project in which groups of students apply the acquired theoretical insights to identify, analyze, and solve a real-life customer problem. The project is an important part of the course, as it enables learning by experiencing. It deepens the students’ understanding of why so many firms struggle with applying a customer focus in innovation. Innovation management deals with the challenge of developing new markets and new products. New products need to solve real customer pain points and must be well-differentiated from competition. Firms can only identify and successfully develop such products (goods and services) if they have acquired an in-depth understanding of customers. As products are no more than a means towards an end, managers need to understand the job that customers are trying to do. But how can they learn from customers? How can they involve customers in the innovation process? How can they translate customer insights creatively into new product concepts? And how to move such concepts successfully through the stages of development, launch, and market acceptance? A real innovative firm is able to go through this process again and again. Such a firm has a shared customer orientation and is organized accordingly. In short: it pursues outside-in innovation, the focus of this course. |
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Uren per week | 2 | ||||||||||||||||||||||||||||
Onderwijsvorm | -gastcollege , -interactief hoorcollege | ||||||||||||||||||||||||||||
Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open vragen) | ||||||||||||||||||||||||||||
Vaksoort | master | ||||||||||||||||||||||||||||
Coördinator | dr. K.R.E. Huizingh | ||||||||||||||||||||||||||||
Docent(en) | dr. W.G. Biemans ,dr. K.R.E. Huizingh | ||||||||||||||||||||||||||||
Verplichte literatuur |
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Entreevoorwaarden | General requirements for admittance to the MSc BA | ||||||||||||||||||||||||||||
Opmerkingen | Coordinator: Dr K.R.E. Huizingh, phone +31(0)50 363 3779, email: k.r.e.huizingh@rug.nl Secretary: room 5411-0434, phone +31(0)50 363 6543, e-mail: j.m.wiersema@rug.nl |
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