Major Module Marketing in Specific Contexts I

Business Model Innovation and Entrepreneurship: An Applied Case Study in Artificial Intelligence

Lecture

 Instructor: Hon-Prof. Dr. Markus Pfeiffer
 Date, Time & Room: see KLIPS for lecture and practical

Content

The course "Business Model Innovation and Entrepreneurship" (formerly New Product Management) provides students with a comprehensive overview of the basic concepts, theories, and methods in product innovation management and their practical application, especially in the context of digitization challenges.

References to classic stage-gated innovation processes and more modern open innovation techniques (e.g. crowdsourcing) will equip students with the ability to apply different ways of new product development. All frameworks and theories will be explained based on examples from a variety of industries, ranging from the automotive and high technology context to energy and FMCG products. Case-based discussions in class contribute to the highly practical and interactive nature of this course.

Furthermore, the course will help to critically examine innovation procedures in large organizations and contrast them with ways smaller organizations, i.e. startups, develop and test their new product developments. A dive into agile product development techniques (i.e. lean startup based), ideation techniques and testing procedures will enable students to work with the latest and most effective innovation management tools.

Guest lectures from startup practitioners and leading innovation experts will complete the picture, engage students and grow their appetite to explore entrepreneurial opportunities.

Final examination will be done based on a real case developed in collaboration with an industry partner. Case work will need full time engagement during the weeks between the first and last date of the lecture.