Confirmedby Strategic Management Department «19» ноября 2013г



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National Research University Higher School of Economics
Faculty of Management

Course Syllabus
Marketing and Innovations

(New Product Development and Consumer Adoption Process)”
080200.62 – Management

Prepared by:

dfomenkov@hse.ru

Confirmedby Strategic Management Department «19» ноября 2013г.

Head of Department Faerberg E.I. __________________________________

Approvedby UMS NRU HSE – Perm «05»декабря 2013г.

Chairman.G.E. Volodina ________________________________

Perm, 2013


Настоящая программа не может быть использована другими подразделениями университета и другими вузами без разрешения кафедры-разработчика программы 1. Course Description
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 and 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. It’s heavily based on cases taken from different high-tech industries and cover such areas as classification of innovations from marketing perspective, NPD models, opportunity development, feasibility study, strategic market planning in high-tech firms, barriers to R&D-marketing collaboration, technology and product management, adoption and diffusion of innovations, factors affecting adoption of innovation, aligning market research with type of innovation and so on. This course will help students avoid serious marketing mistakes in commercialization of innovations and maximize marketing input at every stage of innovation process.
2. Course outcomes
The main objective of the course is to provide students with contemporary marketing knowledge that allows them to make reasonable and appropriate marketing-related decisions in context of new product development and commercialization of innovations. Upon completion, students should be able to apply marketing tools and concepts to develop and deliver successful marketing strategies required for innovative new products and services.

3. Student Outcomes and Competencies
At the completion of the course requirements, the student will be able to:


  • Discuss the role and contributions of marketing within innovation process in organizations;

  • Define the basic vocabulary appropriate to the field of high-tech marketing and marketing of innovations;

  • Describe the relationship between marketing and other major business activities in new product development;

  • Develop and deliver marketing strategies for innovations;

  • Develop feasibility study for new products and technologies;

  • Apply appropriate marketing research methods for analyzing new markets;

  • Develop integrated marketing communication campaign for new products;

  • Develop marketing plan for innovation;

  • Distinguish among different types of innovations;

  • Set appropriate price on new products;

  • Understand factors that influence consumer adoption process;

  • Identify the model of innovation process within organization.

At the completion of the course requirements, the student will have the following competences



Competence

Type of competence

Descriptors


Forms and methods of studying assisting in acquiring and developing competences


Способен находить и оценивать новые рыночные возможности, формировать и оценивать бизнес-идеи, разрабатывать бизнес-планы создания нового бизнеса

ПК-25

Be able to recognize entrepreneurial opportunities and apply knowledge and skills to exploit them for opening new businesses.

Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.


Способен организовать многостороннюю (в том числе, межкультурную) коммуникацию и управлять ею


СК-7

Be able to work in multicultural project team, show knowledge of cultural peculiarities; have capable oral communication skills to prove his/her point of view, estimate and interpret feedback.



Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.


Способен к осознанному выбору стратегий межличностного взаимодействия


ПК-4

Show teamwork skills; apply appropriate methods and means to actual situations for making decisions and estimation of commercial and technological risks.



Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.


Способен выявлять и формулировать актуальные научные проблемыв области менеджмента, обобщать и критически оценивать результаты, полученные отечественными и зарубежными исследователями по избранной теме

ПК-10

Beabletodemonstratetheknowledgeofcontemporaryproblemsandtrendsinmarketinginnovationsandmost recent results of researches.


Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.


Способен выявлять данные, необходимые для решения поставленных исследовательских задач в сфере управления; осуществлять сбор данных, как в полевых условиях, так и из основных источников социально-экономической информации: отчетности организаций различных форм собственности, ведомств и т.д., баз данных, журналов, и др., анализ и обработку этих данных, информацию отечественной и зарубежной статистики о социально-экономических процессах и явлениях

ПК-11

Be able to define data necessary to estimate innovation. Be able to apply appropriate methods to collect and analyze data for making judgments about market potential of new product.


Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.


Способен разрабатывать корпоративную стратегию, стратегию бизнеса и функциональные стратегии организации


ПК-21

Be able to apply marketing tools to analyze and develop corporate strategy which cover such fields as product portfolio management, new product development and launch of new products. Be able to demonstrate the knowledge of marketing interaction with other functions in organization in new product development process.

Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.


Способен выявлять данные, необходимые для решения поставленных управленческих и предпринимательских задач; осуществлять сбор данных и их обработку

ПК-26

Be able to recognize type of innovation and prove implementation of different methods for marketing analysis. Be able to forecast sales of new product and deeply analyze demand on innovation. Be able to conduct analysis of competitors.

Conventional lectures and expository lessons. Workshops. Case-studies on marketing innovations issues. Seminars. Group exercises and projects. Games and simulations. Role-play. Self-help groups. Class discussions. Guest lectures.

5. Topics covered




Topic

Sum

Duration (hours)

Unassisted preparation for classes

Lectures

Practical training and workshops

1

Review of Russian Innovation System.

Assignment №7.

16

2

2

12

2

Types of Innovations From Marketing Science Perspective and Common Characteristics of High-Tech Environment.

Assignments №1, 8.

16

2

2

12

3

Models of Innovation Process, New Product Development and Cross-Functional Interaction.

Assignments №2,3,9.

18

4

4

10

4

«Stage-Gate» approach to NPD

14

2

2

10

5

Partnerships and Strategic Alliances in New Product Development.

Assignments №4.

12

2

2

8

6

Marketing Research and Innovations.

Assignment №5.

14

2

2

10

7

Consumer Behavior, Segmentation and Adoption Process.

Assignment №12.

14

4

2

8

8

Technology and Product Management.

Assignments №13,14.

15

2

4

9

9

Marketing Communications For Innovations.

Assignment №15.

13

2

2

9

10

Sales, Distribution Channels and Supply Chain Management in High-Tech Markets.

Assignment №16.

12

2

2

8




Всего

144

24

24

96





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