Moses - Innovation Marketing

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Diese Modulbeschreibung gilt nicht im aktuellen Semester.

Die Modulbeschreibung gilt nur für den Zeitraum SoSe 2020 - WiSe 2023/24. Die Version für das aktuelle Semester (SoSe 2024) finden Sie hier: Modulbeschreibung des SoSe 2024

Module / Version:
#70161 / #9

Validity:
SoSe 2020 - WiSe 2023/24

Default display language:
English

Module title:
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 marketing of innovative products and services. They are able to recall strategies, methods and specific instruments that can ensure market-oriented innovation processes. Graduates of the course are able to describe 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

Marketing of product and service innovations occurs in turbulent environments, and requires 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. The course provides an overview of the principal concepts in the 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 development of new products and services, internal and external innovation barriers, methods of gathering market intelligence, consumer adoption decisions and innovation diffusion patterns. The theoretical knowledge acquired in the lecture is applied to practical cases in the tutorial.

Module Components

Pflichtgruppe:

All Courses are mandatory.

Course Name	Type	Number	Cycle	Language	SWS	VZ
Innovation Marketing	VL	72 140 L 1463	WiSe	English	2
Innovation Marketing	UE	72 140 L 1464	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
Exam preparation	1.0	60.0h	60.0h
Preparation and follow-up	15.0	4.0h	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

Participation in class is mandatory. The theoretical knowledge acquired in the lecture is applied to practical cases in the tutorial (group work).

Requirements for participation and examination

Desirable prerequisites for participation in the courses:

Basic knowledge in marketing is recommended (e.g. by passing Modul 70183 - Marketing und Produktionsmanagement).

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

100 Punkte insgesamt

Language

English

Test elements

Name	Points	Categorie	Duration/Extent
Essay	20	written	5 pages/slides
Exam	40	written	60 minutes
Project Presentation	40	oral	10-20 pages/slides

Grading scale

Notenschlüssel »Notenschlüssel 4: Fak I, Fak VII«

Gesamtpunktzahl	1.0	1.3	1.7	2.0	2.3	2.7	3.0	3.3	3.7	4.0
100.0pt	90.0pt	85.0pt	80.0pt	76.0pt	72.0pt	67.0pt	63.0pt	59.0pt	54.0pt	50.0pt

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

For information on registration please visit marketing.tu-berlin.de.

Recommended literature
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

Semester:

Zeige auch ausgelaufene Studiengänge und StuPOs

This module is used in the following Degree Programs (new System):

	Studiengang / StuPO	StuPOs	Verwendungen	Erste Verwendung	Letzte Verwendung
This module is not used in any degree program.

Miscellaneous

No information

Innovation Marketing