Product and Innovation Management

22M0139

Master

English

5.0

only winterterm

1 semester

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.

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

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Written examination or
• Portfolio exam or
• Oral presentation, with written elaboration

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. 

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.

Basic marketing knowledge

Students are familiar with the different dimensions of innovation and know the main internal and external drivers of the innovation process.  

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.

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.

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.

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.

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.

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.

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.

• International Business and Management, M.A. (01.09.2024)

• Business Management, M.A.

• Roll, Oliver

• Roll, Oliver