Innovation Marketing

innovation marketing certificate

Innovation Marketing level 1

Innovation is more and more customer-focused. During this certificate you will learn how to better understand the customer experience by developing deeper customer insights. Customers not always know what they really want/need. In this certificate, by using design thinking, co-creation, engagement, observation and prototyping techniques, you will learn how to develop and market successful novel products and services.

Business Innovation

(Preliminary module) This module is concerned with strategic innovation management for corporate competitive advantage. It provides students with the knowledge to understand, and the skills to manage innovation at the operational and strategic levels. Specifically, it integrates the management of market, organizational and technological change to enhance competitiveness of the firm. Students will acquire a critical understanding of innovation at the operational and strategic levels in the strategic innovation management context and obtain a critical understanding of the contexts, processes, structure, and capabilities in managing innovation in a fast changing globalised business environment.

Global Market Research

provides knowledge on the qualitative and quantitative methodologies used in global market research, which provides a foundation to understand markets and consumers. A variety of qualitative and quantitative data collection and data analysis methods for descriptive, causal, and exploratory research designs will be discussed and compared, alongside the utilization of these techniques in market research. The research design process (problem identification, proposal writing) will also be taught. During this module participants will be presented with the concepts of marketing in all types of organizations and various techniques and approaches used to study the market, competitors, competitive intelligence, as well as emerging weak signals.

New Product Development

introduces process including services as well as techniques to manage innovation teams composed of members from different departments such as marketing, engineering, R&D, sales, etc. This course examines the strategies, processes, methods and techniques used for new product development. The first part of the module focuses on new product development strategies. The second part considers techniques and processes for managing different stages of product development, from idea generation to market testing.

Innovation Design

Innovation Design seeks to develop basic skills in design thinking and innovative problem solving. Design thinking is a methodology of innovation based on a deep understanding of what people want and need. During this module, participants will be presented with various approaches and techniques that can be used to design new products, services, etc. Hands on experience will be provided developing physical prototypes, mockups, fablab, etc.

Innovation Management Project

Every participant will be given the opportunity to apply the knowledge and skills that they have acquired through the 4 certificate modules to a real innovation challenge/project of their organization. This practical experience will be source of valuable learning that will validate and enrich their strategic innovation expertise.

Innovation Marketing level 2

This certificate builds on the knowledge and skills gained during Level 1. You will learn how to leverage your understanding customer needs, through the processes and technology required to create new and winning solutions. Market-centered innovation tools and techniques will be applied to gain ideas, knowledge and solutions from various players within innovation networks using methods like crowd sourcing, Big Data, or collective intelligence. The knowledge and skills gained through this certificate will equip you with the knowledge and tools to successfully develop and market innovative product and services.

Knowledge Based Innovation

Participants will learn innovation concepts and techniques that allow innovation to emerge from a better use and combination of existing knowledge. Concepts of Knowledge management will be presented as well as techniques like Theory of Inventive Problem Solving (TRIZ) and CK. TRIZ is an Inventive Problem Solving Process and a structured, leftbrained approach to breakthrough innovation through the use of patterns of invention documented in the most inventive of the world's patents. The CK design theory or concept knowledge theory is both a design theory and a theory of reasoning in design. The theory builds on several traditions of design theory, including systematic design, axiomatic design, creativity theories, general and formal design theories, and artificial intelligence based design models.

Emerging Technology Trends

This module covers the technical, market and application trends for Emerging technology. In this module, students will learn about the latest emerging technologies as well as technology forecast (broad technologies, not only information technology based). It will focus on understanding how technologies evolve, how their utilization impact current product and services and behaviors, and the potential pitfalls as well as benefits of adopting a new technology.

Market-centered Innovation

In this module, participants will learn how to develop market orientation throughout the innovation process in order be better prepared for meeting the challenges in realizing commercial acceptance and success. The participants will be able to analyze a market, employ user and customer involvement in the innovation process, and develop a comprehensive approach to launch and market innovative new products and services. Topics like co-creation, Crowd sourcing, customer involvement, and supplier involvement will be covered.

Choice of Elective:

IP Management and Legal Strategies
Knowledge-Based Systems
Global Project Management