MARK-C0079 - Driving Creativity and Innovation in Marketing: User-Centric Innovations, Lecture, 24.10.2023-30.11.2023

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Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.

LEARNING OUTCOMES

The course will familiarize you with the new product development challenges and opportunities that product and service marketers face in complex (global) environments. You will obtain an understanding of the core approaches and concepts for developing user-centric innovations that allow firms to succeed in such fast-paced, fiercely competitive markets. In contact sessions, readings, and assignments you will gain knowledge of and will learn to apply the key managerial practices for managing a company s new product development in a market­oriented way.

Credits: 6

Schedule: 24.10.2023 - 30.11.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Senni Kirjavainen

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

  • valid for whole curriculum period:

    In this course, we explore business models and strategies that allow firms to operate and innovate to sustain their market position, capture new markets, and/or enhance their organizational effectiveness. We will discuss the importance of innovations for businesses and review different approaches to innovate. We will focus on the design thinking approach and apply it, and we will examine related frameworks, theories, and analysis techniques for creating break-through, user-centric and design-driven innovations.

Assessment Methods and Criteria

  • valid for whole curriculum period:

    Compulsory individual and course assignments.

Workload

  • valid for whole curriculum period:

    • contact teaching
    • independent work
    • individual and group assignments

DETAILS

Study Material

  • valid for whole curriculum period:

    A collection of articles and book chapters assigned by the lecturer

Substitutes for Courses
Prerequisites
SDG: Sustainable Development Goals

    3 Good Health and Well-being

    9 Industry, Innovation and Infrastructure

    12 Responsible Production and Consumption

    17 Partnerships for the Goals

FURTHER INFORMATION

Further Information

  • valid for whole curriculum period:

    Teaching Language : English

    Teaching Period :

    2022-2023 Autumn II
    2023-2024 Autumn II

    Enrollment :

    The number of students admitted to the course is restricted to 50.

    Priority is given to (1) Aalto BSc Marketing students, (2) Aalto BIZ exchange students, (3) open university students, (4) JOO-students, (5) BIZ students

    Attendance at the last two sessions is mandatory. Students not attending will automatically fail the course.

Rules of Conduct - Students´ Rights and Responsibilities (in force from 1 August 2020)

Aalto University Code of Academic Integrity and Handling Violations Thereof