Product and Innovation Management
- Faculty
Faculty of Business Management and Social Sciences
- Version
Version 1 of 29.05.2024.
- Module identifier
22M0139
- Module level
Master
- Language of instruction
English
- ECTS credit points and grading
5.0
- Module frequency
only winterterm
- Duration
1 semester
- Brief description
In the new VUCA world (Volatility, Uncertainty, Complexity and Ambiguity), innovation is a prerequisite and a key driver for economic success. In order to remain competitive, a permanent willingness and ability to innovate is required in many markets. This ranges from the innovation of entire business models to product innovations and process innovations.
However, innovation is not a matter of chance. Managing the innovation processes is a core competence in many industries. The aim of this module is to give students an understanding of the market processes that require or enable innovation and, at the same time, to provide them with the strategic and operational tools to manage innovation processes at the corporate and departmental level.
- Teaching and learning outcomes
A. Industry dynamics
1. Understanding the sources of innovation
2. Types and patterns of innovations
3. Platform competition and "winners-take-it-all" markets
B. Innovation strategies
1.Defining the overall innovation strategy
2. Finding and prioritizing innovation fields and projects
C. Operational innovation management
1. Pricing of innovations
2. Managing the new product development process
- Overall workload
The total workload for the module is 150 hours (see also "ECTS credit points and grading").
- Teaching and learning methods
Lecturer based learning Hours of workload Type of teaching Media implementation Concretization 35 Lecture Presence - 10 Learning in groups / Coaching of groups Presence - Lecturer independent learning Hours of workload Type of teaching Media implementation Concretization 70 Preparation/follow-up for course work - 21 Exam preparation - 14 Study of literature -
- Graded examination
- Written examination or
- Portfolio exam or
- Oral presentation, with written elaboration
- Remark on the assessment methods
The portfolio exam covers 100 points and consists of one written paper (HA) and a one-hour written examination (K1). The written paper and the examination are weighted by 50 points each.
- Exam duration and scope
Written examination: in accordance with the valid study regulations
Report: presentation of approx. 20-40 minutes with written report of approx. 5-10 pages
Written paper (as part of the portfolio exam): approx. 10 pages
The requirements are specified in the relevant class.
- Recommended prior knowledge
Basic marketing knowledge
- Knowledge Broadening
Students are familiar with the different dimensions of innovation and know the main internal and external drivers of the innovation process.
- Knowledge deepening
The students know scientifically proven success factors for the individual process elements and innovation steps and can include these specifically in the decision-making process.
- Knowledge Understanding
Students will be able to classify, analyze and comment on relevant innovation theories. They can reflect on their own arguments as well as those of others, check them and weigh them against each other against the background of professional plausibility. Current research results from innovation management can be analyzed, questioned and applied.
- Application and Transfer
The students know the current state of knowledge and can apply the knowledge specifically in exercises and case studies. Building on the theory, they can design and structure practical solutions.
- Academic Innovation
Students are able to draw not only on textbook knowledge but also on current research findings to solve concrete problems in innovation management. They are able to transform practical problems into research questions and thus arrive at evidence-based solutions based on specialist literature.
- Communication and Cooperation
Students will be able to present knowledge and competencies on innovation management in a goal-oriented and situation-appropriate manner, both in small and larger groups. Through discussions and presentations, they will learn to represent their own points of view, to understand and reflect on other positions, and to develop syntheses and creative solutions based on these.
- Academic Self-Conception / Professionalism
Students will be able to critically reflect on innovation management issues. They have the ability to evaluate the existing knowledge against the background of ethical standards and to assess the social impact in terms of sustainability.
- Literature
Schilling, Melissa: Strategic Management of Technological Innovation, 2022
Trott, Paul: Innovation Management and New Product Development, 2021
Case Studies
Current articles from marketing and management magazines
- Linkage to other modules
The module is very well integrated into the master program. Innovation management is a cross-sectional function in marketing. Sound knowledge of innovation management therefore provides an important foundation that also enables a deeper understanding of the content in international marketing, brand management and sales and cooperation management.
- Applicability in study programs
- International Business and Management (Master)
- International Business and Management, M.A. (01.09.2024)
- Business Management
- Business Management, M.A.
- Person responsible for the module
- Roll, Oliver
- Teachers
- Roll, Oliver