Developing for Markets

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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.
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 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.
Uren per week
Onderwijsvorm gecombineerde hoor-/werkcolleges
Toetsvorm opdracht(en), schriftelijk tentamen met open vragen
Vaksoort master
Coördinator dr. K.R.E. Huizingh
Docent(en) dr. W.G. Biemans ,dr. K.R.E. Huizingh
Verplichte literatuur
Titel Auteur ISBN Prijs
Strategy from the Outside In: Profiting from Customer Value, McGraw-Hill Professional, 2010 Day, George S., and Christine Moorman 9780071742290 ca. €  26,99
Virtual Reader, a series of academic articles Various
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, email: j.m.wiersema@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
Courses open to Exchange Students (MSc)  ( Courses open to Exchange Students (MSc) without limited access ) 1 semester I a keuze
MSc BA - Change Management  (keuzevakken MSc BA Change Management) 1 semester I a keuze
MSc BA - Organizational & Management Control/O&MC  (keuzevakken MSc BA O&MC) 1 semester I a keuze
MSc BA - Small Business & Entrepreneurship/SB&E  (keuzevakken MSc BA SB&E) 1 semester I a keuze
MSc BA - Strategic Innovation Management/SIM  (keuzevakken MSc BA-SIM) 1 semester I a keuze
MSc International Business & Management/IB&M  (keuzevakken B MSc IB&M) 1 semester I a keuze
MSc Marketing  (keuzevakken B Marketing Management) 1 semester I a keuze