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Innovation in Marketing: creativity, new products and design (19BBA20886)

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.
Course open to ESADE-BBA and EXCHANGE students.

Previous Knowledge

No prior knowledge is required.

Workload distribution

There is NO EXAM.
It is a hands-on course in which we plan to include some company visits in case there is no schedule's conflict.
The workload is distributed as follows:
-Participation: 50%
-Project (presentation and written report): 50%

COURSE CONTRIBUTION TO PROGRAM

Our students feedback describe the expectations on the course as follows:
"Great course - thought the profs were extremely committed to the success of their students."
"I really enjoyed the enthusiasm from the professors. I liked that the course set us up with a foundation where we then were sent on our own to analyze a case study."
"Very interesting class. I think this type of class should be in the BBA program as a mandatory class, not as an elective, because it is very useful within the context of what we are studying. The present and future of the companies is innovation, and marketing is the most important department in all companies, without good innovation in marketing there it is really hard to make a company grow and be successful... I would encourage all students to take this class. Also [the professor] was very passionate about what she was teaching, which made classes much more interesting and engaging. She taught us very useful concepts."
"This course was so interesting, the topics and the activities in class were appropriate with the content. The course was dynamic. I really like this course."
"I thoroughly enjoyed this course. She is so kind and you can tell that she genuinely cares about her students and their learning. Each session was interesting, engaging and applicable to the real marketing world. Overall, I learned the importance of innovation in business and know that I will carry what I learned into my future. I highly recommend this professor to anyone at ESADE."

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

According to the learning goals and methodology there is no exam. It will be a hands-on course in which we plan to include some company visits in case there is no schedule's conflict. We will put emphasis on the in-class dynamics thus the group diversity is very important and therefore the course is open to ESADE-BBA and EXCHANGE students.


CONTENT

1. Innovation from a Marketing perspective

2. Types of innovation and interrelation with the marketing function

3. New Product Development. From the theory to the practice

4. Design and design management

5. Design thinking

6. Good practices and trends

Methodology

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