Moses - Sustainable Innovation Marketing

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Diese Modulbeschreibung gilt nicht im aktuellen Semester.

Die Modulbeschreibung gilt nur für den Zeitraum WS 2013/14 - SS 2014. Die Version für das aktuelle Semester (SoSe 2024) finden Sie hier: Modulbeschreibung des SoSe 2024

Module / Version:
#70161 / #1

Validity:
WS 2013/14 - SS 2014

Default display language:
English

Module title:
Sustainable Innovation Marketing

Credits:
6

Responsible person:
Talke, Katrin

Grading:
benotet

Type of exam:
Portfolioprüfung

Zugehörigkeit

Faculty:
Fakultät VII

Institute:
Institut für Betriebswirtschaftslehre

Area of expertise:
37321400 FG Marketing

Prüfungsausschuss:
Betriebswirtschaftslehre

Kontakt

Office:
H 95

Contact person:
Frermann, Mona

E-mail address:
No information

Website:

https://www.tu.berlin/marketing/studium-lehre/lehrveranstaltungen

Learning Outcomes

The course participants have knowledge of the principal concepts and key principles of the sustainable marketing of innovative products and services. They are able to recall strategies, methods and specific instruments that can ensure market-oriented and simultaneous sustainable innovation processes. Graduates of the course are able to describe how the complexities of sustainability issues can be integrated into marketing decisions. They recognize different types of innovation and are able to derive marketing implications. Furthermore, participants are able to describe how to select the appropriate target market, how to position the innovation relative to other solutions, how to communicate its benefits, set effective prices and select appropriate distribution channels, and how to develop solid relationships and alliances.

Content

Turbulent environments require rapid decision making with incomplete information. Short innovation cycles and high mortality rates of both products and businesses pose additional challenge to the marketing of product and service innovations. Since sustainability issues have gained societal impact, businesses need to integrate such concerns throughout the innovation process. The course provides an overview of the principal concepts in the sustainable marketing of innovative products and services. The course covers marketing issues across the major phases of the innovation process - starting with strategic marketing planning activities and ending with the market introduction of the innovation. The course will explore different types of innovation and their marketing implications, the sustainable development of new products and services, internal and external innovation barriers, methods of gathering market intelligence, consumer adoption decisions and innovation diffusion patterns.

Module Components

Pflichtgruppe:

All Courses are mandatory.

Course Name	Type	Number	Cycle	Language	SWS	VZ
Innovation Marketing	VL	72 14 L 10	WiSe	English	2
Innovation Marketing	UE	72 14 L 11	WiSe	English	2

Workload and Credit Points

Innovation Marketing (VL):

Workload description	Multiplier	Hours	Total
Class attendance	15.0	2.0h	30.0h
			30.0h(~1 LP)

Innovation Marketing (UE):

Workload description	Multiplier	Hours	Total
Class attendance	15.0	2.0h	30.0h
			30.0h(~1 LP)

Course-independent workload:

Workload description	Multiplier	Hours	Total
Preparation and Follow-up	15.0	4.0h	60.0h
Self-study and exam preparation	1.0	60.0h	60.0h
			120.0h(~4 LP)

The Workload of the module sums up to 180.0 Hours. Therefore the module contains 6 Credits.

Description of Teaching and Learning Methods

The course language is English. Participation in class is mandatory. The theoretical knowledge acquired in the lecture is applied to practical case studies in the tutorial (group work).

Requirements for participation and examination

Desirable prerequisites for participation in the courses:

none

Mandatory requirements for the module test application:

This module has no requirements.

Module completion

Grading

graded

Type of exam

Portfolio examination

Type of portfolio examination

No information

Language

English

Test elements

Name	Points/Weight	Categorie	Duration/Extent
Exam Lecture	50	No information	No information
Presentation Tutorial	50	No information	No information

Grading scale

No information

Test description (Module completion)

The portfolio examination consists of the following elements, adding up to a maximum of 100 credits. The grading follows the joint conversion key of the School of Economics and Management (decision of the school's council dated May 28, 2014 - FKR VII-4/8-28.05.2014).

Duration of the Module

The following number of semesters is estimated for taking and completing the module:
1 Semester.

This module may be commenced in the following semesters:
Wintersemester.

Maximum Number of Participants

The maximum capacity of students is 60.

Registration Procedures

The registration information is available on the Internet at marketing.tu-berlin.de

Recommended literature
Belz, F. & Peattie, K. (2010). Sustainability Marketing: A Global Perspective, New York (Wiley)
Crawford, M. & Di Benedetto, A. (2008). New Products Management, New York (McGrawHill).
Mohr, J., Senguta, S. & Slater, S. (2010), Marketing of High Tech Products and Innovation, Prentice Hall (Pearson).

Assigned Degree Programs

This module is not used in any degree program.

Students of other degrees can participate in this module without capacity testing.

Miscellaneous

No information

Sustainable Innovation Marketing

Zugehörigkeit

Kontakt

Learning Outcomes

Content

Module Components

Pflichtgruppe:

Workload and Credit Points

Innovation Marketing (VL):

Innovation Marketing (UE):

Course-independent workload:

Description of Teaching and Learning Methods

Requirements for participation and examination

Desirable prerequisites for participation in the courses:

Mandatory requirements for the module test application:

Module completion

Grading

Type of exam

Type of portfolio examination

Language

Test elements

Grading scale

Test description (Module completion)

Duration of the Module

Maximum Number of Participants

Registration Procedures

Recommended reading, Lecture notes

Lecture notes

Electronical lecture notes

Literature

Assigned Degree Programs

Miscellaneous