Under capitalism, innovative activity becomes life-or-death for firms (Baumol, 2002). The stronger the innovation performance of EU member states, the higher their employment rates (EU State of the Innovation Union, 2015).
Exam shared with Marketing
31.07.2026, 11:00 – 13:00
120-minute written exam (includes multiple choice).
Weekly online quizzes provide up to 10% bonus points for the exam, minimum 7/10 quizzes.
Resources
- Moodle
- Syllabus
- TIM 0 Course Organization.pdf, Course Organization
- Previous Exams
- Introduction Slides
Lectures are recorded.
Details shared with Marketing
Learning Objectives
- Apply innovation models (market aspects and organizational process).
- Understand marketing terms (CLV, STP, marketing mix) and frameworks.
- Relate marketing instruments to customer value, satisfaction, and loyalty.
- Evaluate strengths and weaknesses of innovation and marketing concepts.
Assessment
- 120-minute written exam, 100% multiple choice.
- Covers innovation concepts and marketing basics.
- May include calculations (non-programmable calculator allowed).
- Covers slides, vocal lecture, guest speakers, obligatory readings → everything ;)
- BYOD
Content
- Innovation: Market aspects, strategy, and organizational processes.
- Marketing: Strategy, research, consumer behavior, and STP.
- Managing products, services, brands, pricing, and communication.
Methods
- Two lecture series with guest speaker sessions.
- Preparation via literature, cases, and online forum discussions.
- Optional group project to develop case examples for a wiki.
Main questions addressed in the course:
- Where does innovation come from?
- What defines “innovation”?
- Who innovates and why?
- Why, and what for should the firm innovate?
- How can innovation be strategized?
- How can a firm secure profit from an innovation?
- How do you implement innovation?
- How do you design an innovation process?
- Which tools and techniques exist in this context?
- How do you manage the process, people, interfaces, etc.?
Guest Lectures
5.5. on European Digital Sovereignty
8.6. on Automotive Innovation - Frederik Zohm R&D MAN Trucks
Topics
Market Perspective
- Introduction to Innovation
- Patterns in Innovation
- Innovators and Motivation
Profiting from Innovation - Innovation Strategy
- Profiting from Innovation
- Intellectual Property Protection
Organization of Innovation - Designing the Innovation Process
Compulsory Readings
- Afuah (2020) – Innovation management-strategies (Chapter 2)
- Dodgson et al. (2008) – Management of technological innovation (Chapter 4)
- Ceccagnoli & Rothaermel (2008) – Appropriating returns from innovation
- Schilling (2020) – Protecting Innovation (6th ed, Chapter 9)
- Schilling (2020) – Managing the New Product Development Process (6th ed, Chapter 11)
Optional Readings
- Dodgson et al. – Management of technological innovation (Chapter 1)
- Rogers – Diffusion of Innovations (Extract)
- Christensen – The innovator’s dilemma
- Alexy & Dahlander – Managing Open Innovation
- Souder – Managing relations between R&D and Marketing in NPD Projects
- Groenveld – Roadmapping Integrates Business and Technology
- von Hippel – Democratizing Innovation (Chapter 1)
- von Hippel et al. – Creating Breakthroughs at 3M