Innovation in Marketing: creativity, new products and design (18BBA20886)
General information
Type: |
OP |
Curs: |
3 |
Period: |
S semester |
ECTS Credits: |
2 ECTS |
Teaching Staff:
| Group |
Teacher |
Department |
Language |
| |
Isa Moll de Alba Mendoza |
Marketing |
ENG |
Prerequisites
There are no prerequisites for this course.
Previous Knowledge
No prior knowledge is required.
Workload distribution
-Participation: 50%
-Project (presentation and written report): 50%
Course Learning Objectives
The aim of this course is to learn about innovation from a strategic point of view of the marketing function. In a world of changes, of rapid changes, this perspective is more relevant than ever. Concretely, the specific objectives are for students to:
- Learn about different types of innovation and their relationship with marketing.
- Approach the boundaries between innovation, creativity, R&D, new product development, design, among other close related terms.
- Explore the challenges regarding new product development.
- Become familiar with design as a tool for innovation.
- Develop skills to enhance creativity.
CONTENT
1. Introduction, innovation from a Marketing perspective |
2. Types of innovation and interrelation with the marketing function |
3. New Product Development |
4. Design as a tool for innovation |
5. Trends and final presentations |
Methodology
This methodology may be subject to minor changes.
The course combines both theory and practice, though it gives greater emphasis to practical exercises to achieve the learning objectives. In addition to the in-class dynamics, students will have to prepare a project related to one of the topics of the course. These projects will be carried out either individually or in groups depending on the total number of students. They will be presented in class during one of the last sessions. At the end of the course, students will have to submit a report of no more than 5-pages about the work they carried out as well as the PowerPoint presentation they used to present their project.
Assessment criteria
The assessment criteria for this course are as follow:
- Participation: the quantity and especially the quality of students' interactions, their interest, proactive attitude during the sessions.
- Project (both the presentation and written version): its coherence, solid arguments, creativity, ability to synthesize, oral and written communication and students' efforts.
- Comments on other student presentations: their contribution, constructive nature and ability to synthesize.
Bibliography
Faculty will post the required bibliography on the Moodle platform at the course outset.
Timetable and sections
| Group |
Teacher |
Department |
| |
Isa Moll de Alba Mendoza |
Marketing |
Timetable
