Магистратура 2020/2021

Маркетинг инноваций

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Статус: Курс по выбору (Менеджмент)

Направление: 38.04.02. Менеджмент

Кто читает: Кафедра маркетинга (Нижний Новгород)

Где читается: Факультет менеджмента (Нижний Новгород)

Когда читается: 1-й курс, 3 модуль

Формат изучения: без онлайн-курса

Преподаватели: Левченко Евгений Николаевич, Фоменков Денис Александрович

Прогр. обучения: Менеджмент

Язык: английский

Кредиты: 4

Контактные часы: 44

Course Syllabus

Abstract

Innovations are becoming the main source of sustainable competitive advantage for companies around the world. As marketing science deals with competitive advantage it should provide solid framework for innovations. Course “Marketing of Innovations” provides comprehensive understanding of innovations from marketing science perspective. The course is for students that are interested in commercialization of innovations both in small entrepreneurial companies and large corporations. This course will help students avoid serious marketing mistakes in commercialization of innovations and maximize marketing input at every stage of innovation process.

Learning Objectives

• Formation of the concept of basic concepts in the field of hi-tech marketing and innovation marketing
• Acquaintance with various types of innovations, as well as with factors influencing the process of consumer acceptance of innovations in the market
• Formation of the idea of the relationship of marketing with other activities involved in the process of developing new products, the importance of marketing in the process of innovation management, as well as familiarization with models of innovation management in organizations and marketing research methods for analyzing new markets.

Expected Learning Outcomes

• Analyze the innovative activities of successful companies in terms of marketing strategy: describe the product, marketing strategy of the company, as well as its consumers

Course Contents

• UNDERSTANDING OF MARKETING. REVIEW OF RUSSIAN INNOVATION SYSTEM.
  What Is Marketing? Understanding the Marketplace and Customer Needs. Designing a Customer-Driven Marketing Strategy. Preparing an Integrated Marketing Plan and Program. Building Customer Relationships. Capturing Value from Customers. Innovation, Theoretical Conception, Technical Invention, Commercial Exploitation. Science and Technology Base in Russia. Technological Developments. Needs of Market. IMAQ at Kyushu University. Global Trends (Russia, China, Brazil, India, Vietnam, Cambodia, Bangladesh, Indonesia). Russia’s Current Innovation Policy Space and Advanced Country’s Archetypical Innovation Policy Space. Size Structure of Firms in Russia. R&D Personnel by Occupation in Russia and Selected Countries. Scientific Publications and Co-Authored Articles in Russia and Selected Countries. Levels of Innovativeness in the Regions of Russia. World Development Indicators (Russia And Selected Countries).
• TYPES OF INNOVATIONS FROM MARKETING SCIENCE PERSPECTIVE AND COMMON CHARACTERISTICS OF HIGH-TECHNOLOGY ENVIRONMENT.
  Types of Innovations: Product Innovation, Process Innovation, Organizational Innovation, Management Innovation, Production Innovation, Commercial and Marketing Innovation, Service Innovation. Market-Pull Innovations and Technology-Push Innovations. Incremental and Radical Innovations. Product Versus Process Innovations. Architectural Versus Component Innovations. Sustaining Versus Disruptive Innovations. Difference Between Breakthrough And Disruptive Innovation. Do Different Types of Innovation Rely on Specific Kinds of Knowledge Interactions? Base of The Pyramid Strategies. The Contingency Model for Hi-Tech Marketing. Examples of Implications of Contingency Theory. Common Characteristics of High-Tech Environment. Market Uncertainty. Technological Uncertainty. Competitive Volatility. FUD Factor: Consumer Fear, Uncertainty, and Doubt.
• PARTNERSHIPS AND STRATEGIC ALLIANCES IN NEW PRODUCT DEVELOPMENT
  Partnerships at Apple. Some Characteristics of a Knowledge-Based Economy. Types of Partnerships. Vertical Partnerships. Relationships With Suppliers. Supplier-OEM Vertical Relationship. Early Supplier Involvement (ESI). Relationships With Channel Members. Relationships With Customers. Horizontal Partnerships. Complementary Alliances. Competitive Alliances. Industry Consortium. Reasons for Partnering Across the Stages of the Product Life Cycle. Setting Industry Standards Strategies. Licensing and OEM Agreements. Strategic Alliances. Diversification in to Complementary Products. Aggressive Product Positioning. Drawbacks of a Licensing Strategy. Three Factors Helps a Firm Decide Which Strategy to Pursue. Barriers to Imitation. A Firm's Skills and Resources. The Existence of Capable Competitors. Partnership and Entry Strategies in Foreign Markets. Joint Ventures in China.
• MODELS OF INNOVATION PROCESS, NEW PRODUCT DEVELOPMENT AND CROSS-FUNCTIONAL INTERACTION
  The Market-Based View and the Resource-Based View on Innovation. Linear Models (Technology Push, Market Pull). Simultaneous Coupling Model. Interactive Model. Network Model. Open Innovation Concept. Three Phases of New Product Development Process: Idea Phase (Idea Generation and Screening), Concept Phase (Concept Development, Concept Testing, Business Analysis), Launching Phase. Idea Phase: Problem Solution, Lateral Thinking, Mind Mapping, Brainstorming, Morphological Analysis, Synectics. Dimensions of A Market Orientation. New Product Development Teams. The Effectiveness of Cross-Functional Teams. R&D – Marketing Interaction. Barriers to R&D – Marketing Collaboration. Different Orientations Between R&D and Marketing Personnel. Achieving R&D – Marketing Integration. Assessing the Degree of R&D – Marketing Integration. What is Stage-Gate? Seven Goals of a New-Product Idea-to-Launch System. Discovery – The Quest for Breakthrough Ideas. The Front-End Work – From Discovery to Development. Picking the Winners – Investing in the Right Projects. Development, Testing, and Launch. Implementing Stage-Gate.
• MARKETING RESEARCH AND INNOVATIONS
  Market Research Expenditures & Market Research Staffing. Aligning Market Research with Type of Innovation. Marketing Research Constrained by User Experience. The Effect of Prior Experience on Users’ Ability to Generate Or Evaluate Novel Products. Similarity-Dissimilarity Ranking. Lead Users. Analyzing Lead User Data. Projecting Lead User Data onto the General Market of Interest. Customer Visits. Elements of Effective Customer Visit Programs. Insights From Empathic Design. Process to Conduct Empathic Design. Steps in the Lead User Process. Conjoint Analysis. Quality Function Deployment. Implementation of Quality Function Deployment. Biomimicry.
• TECHNOLOGY AND PRODUCT MANAGEMENT
  Technology Mapping. Technology Identification. Patent Data Analysis. Use of a Matrix Map. Technology Classification by Matrix Map. Make Decisions about Technology Additions. Make Decisions about Commercializing, Licensing. Ongoing Management. Technology Transfer Considerations. Product Architecture. Modularity. Platforms. Derivatives. Customizing Complex Products. Modular Designs. IBM’s Experience. Visible Design Rules. Competing in a Modular Environment. Product Architecture. The Arrangement of Functional Elements. A Function Structure. A Typology of Product Architectures. Types of Mappings From Functional Elements to Physical Components. Interface Coupling. Types of Modular Architectures: Slot, Bus and Sectional. Developing Services as Part of the Hi-Technology Product Strategy. Product Change. Product Architecture Determines How The Product Can Be Changed. Change Within the Life of a Particular Artifact. Change Across Generations of the Product. Product Variety. Variety and Flexibility. Product Performance. Local Performance Characteristics and Modular Architectures. Global Performance Characteristics and Integral Architecture. Differences in Product Development Management According to Architectural Approach. Component Standardization. What are the Implications of Standardization? Intellectual Property Considerations. Types of Intellectual Property Protection. Rationale for Protection of Intellectual Property. Managing Intellectual Property.
• MARKETING MIX FOR INNOVATIONS
  Marketing communications for innovations: Integrated Marketing Communications. Media Advertising. Public Relations/Publicity. Direct Marketing. Trade Shows, Seminars, And Training. Catalogs, Literature, And Manuals. Telemarketing. Personal Selling. Internet Advertising And Promotion. Display Ads. Search Ads. Pricing Models For Online Advertising. Optimizing Site for Search Engine Rankings. Web 2.0 And Web 3.0 Technologies. Viral Marketing. Mobile Marketing. Marketing in Virtual Reality Environment. Website Development. Website Design. Building Site Traffic. Evaluating Website Effectiveness. Geo-Mapping. Sales, distribution channels and supply chain management in high-tech markets: issues in Distribution Channel Design and Management. Channel Structure. Direct Channels. Direct Sales. Sales over The Company Website. Company-Owned Retail Outlets. Indirect Channels. How Big A Sales Force. Types Of Intermediaries. Distributors. Resellers. Value-Added Resellers. Systems Integrators. Number Of Intermediaries To Use. Retail Distribution Into Brick And Mortar Stores, Partnerships With Marketing Companies That Have Established Marketing And Distribution Channels, E-Commerce Websites, Licensing To Another Company In Exchange For A Royalty On Sales. Evolution In Channels Structure Over The Technology Life Cycle. Channel Management. Governance Mechanisms. Legal Issues. Channel Performance. Managing Hybrid Channels: Effective Multi-Channel Marketing. Distribution For “Digital” Goods. Understanding Gray Markets. Supply Chain Management Technologies.
• CONSUMER BEHAVIOR, SEGMENTATION AND ADOPTION PROCESS
  Issues in Understanding High-Tech Customers. Design Thinking Factors. Adoption and Diffusion of Innovations. Factors Affecting Adoption of Innovation. Relative Advantage. Compatibility. Complexity. Trialability. Ability to Communicate Product Benefits. Observability. Categories of Adopters. Innovators. Early Adopters. Early Majority. Late Majority. Laggards. Crossing the Chasm. Identify a Beachhead. Inside the Tornado. Innovation-Driven Segments. Market-Driven Segments. Customer Migration Decisions. Consumers’ Paradoxical Relationships with Technology And Unintended Consequences.
• STRATEGIC MARKET PLANNING IN HIGH-TECH FIRMS.
  Framework for Strategic Market Planning in Hi-Tech Firms. Competitive Advantage. Resources and Competencies. Core Competencies. Test of Competitive Advantage. Evaluating Competitive Advantage. Key Strategy Decisions. The “All Benefits” Value Proposition. The “Favorable Points of Difference” Value Proposition. The “Resonating Focus” Value Proposition. Strategy Types. Product Leader (Prospector). Fast Follower (Analyzer). Customer Intimate (Differentiated Defender). Operationally Excellent (Low-Cost Defender). Strategy Creation: Organization Structures.

Assessment Elements

• Seminar on "UNDERSTANDING OF MARKETING. REVIEW OF RUSSIAN INNOVATION SYSTEM"
• Seminar on "TYPES OF INNOVATIONS FROM MARKETING SCIENCE PERSPECTIVE"
• Seminar on "STRATEGIC MARKET PLANNING IN HIGH-TECH FIRMS"
• Seminar on "CONSUMER BEHAVIOR, SEGMENTATION AND ADOPTION PROCESS"
• Seminar on "PARTNERSHIPS AND STRATEGIC ALLIANCES IN NEW PRODUCT DEVELOPMENT"
• Seminar on "MODELS OF INNOVATION PROCESS, NEW PRODUCT DEVELOPMENT AND CROSS-FUNCTIONAL INTERACTION
• Seminar on "MARKETING RESEARCH AND INNOVATIONS"
• Seminar on "TECHNOLOGY AND PRODUCT MANAGEMENT"
• Seminar on "MARKETING MIX FOR INNOVATIONS"
• Exam Work

Interim Assessment

• Interim assessment (3 module)
  0.2 * Exam Work + 0.1 * Seminar on "CONSUMER BEHAVIOR, SEGMENTATION AND ADOPTION PROCESS" + 0.1 * Seminar on "MARKETING RESEARCH AND INNOVATIONS" + 0.1 * Seminar on "MODELS OF INNOVATION PROCESS, NEW PRODUCT DEVELOPMENT AND CROSS-FUNCTIONAL INTERACTION + 0.1 * Seminar on "PARTNERSHIPS AND STRATEGIC ALLIANCES IN NEW PRODUCT DEVELOPMENT" + 0.1 * Seminar on "STRATEGIC MARKET PLANNING IN HIGH-TECH FIRMS" + 0.1 * Seminar on "TECHNOLOGY AND PRODUCT MANAGEMENT" + 0.1 * Seminar on "TYPES OF INNOVATIONS FROM MARKETING SCIENCE PERSPECTIVE" + 0.1 * Seminar on "UNDERSTANDING OF MARKETING. REVIEW OF RUSSIAN INNOVATION SYSTEM"

Bibliography

Recommended Core Bibliography

• Cooper, R. G. (2017). Winning at New Products : Creating Value Through Innovation (Vol. Fifth edition). New York: Basic Books. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1627508
• Varma, T. (2015). Agile Product Development : How to Design Innovative Products That Create Customer Value. [New York]: Apress. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1109180

Recommended Additional Bibliography

• Инновационный менеджмент: учебник / под ред. В.Я. Горфинкеля, Т.Г. Попадюк. — 4-е изд., перераб. и доп. — М.: Вузовский учебник; ИНФРА-М, 2019. - 380с. - Режим доступа: http://znanium.com/catalog/product/1003543