Marketing of Innovation

Learning Outcomes

Upon successful completion of this course, students are expected to identify and respond to emerging local and global business opportunities; to design, analyze and apply creative and innovative marketing approaches to develop new product solution as part of business decision-making process; and to construct a decision to choose the best and unique workable innovative new product solution from inter-disciplinary insights

Topics

Marketing requires innovation, and innovation requires marketing. The inter-related nature of these two concepts are discussed intensively in the course. As Peter Drucker has mentioned that there are two and only two functions of business, which are marketing and innovation, hence mastery of the two is required for all marketers. Some key topics in this course are Gap Analysis, Customer Need Assessment, and Using Technology as Leverage for Innovation.