Product and Innovation Management

Faculty of Agricultural Science and Landscape Architecture

Version 15.0 of 05/02/2022

44B0319

Product and Innovation Management

Wirtschaftsingenieurwesen Agrar/Lebensmittel (B.Eng.)

2

Consumers and retailers of agricultural products and food expect innovations in respect to the product, the process and the business model as well. Normally, innovations are not found coincidentally. They are more the result of a systematic innovation process, which includes different stages, methods and development and assessment tools. This module gives an overview of the product and innovation management process with regard to cases within the agri-, horti- and food sector.

• 1. Introduction – innovation and its characteristics (Schnitker)
• 2. Internal and external success factors of innovation (Schnitker)
• 3. The design thinking process and different idea finding and creativity techniques (Schnitker)
• 4. Case study/seminar of Design Thinking (Schnitker/Enneking)
• 5. Innovation theory and process organization (Enneking)
• 6. Finding customer problems and analytic approaches (Enneking)
• 6. Concept generation and qualitative evaluation (Enneking)
• 7. Development and quantitative testing (Enneking)
• 8. Sensory Marketing and Product Innovation of foods
• 9. Toolbox of modern approaches and examples from real market studies

Lectures, Exercises, Seminars, Business Cases in English Language.

English language, B2; Basic Knowledge in Marketing (i.d. module "Marketing und Vertrieb"/"Marketing and Distribution")

Enneking, Ulrich

• Bornkessel, Sabine
• Schnitker, Karin
• Enneking, Ulrich
• Kern, Martin

5

• Albers, S. et al. (2007): Handbuch Produktmanagement: Strategieentwicklung, Produktplanung, Organisation, Kontrolle, Wiesbaden, Gabler
  
  Griese/Bröring (2011)
• Buck, B. und U. (2014): Innerinnovation, Innovationen aus eigenem Anbau, Das Kreativhandbuch für systemsiches Innovationsmanagement, 1. Aufl., Literatur VSM e.U., Wolkersdorf, Österreich.
• Gerstbach, I. (2016): Design Thinking im Unternehmen, Ein Workbook für die Einführung von Design Thinking, Gabal Verlag GmbH, Offenbach.
• Gupta, P./Trusko, B.E. – Ed. (2014): Global Innovation Science Handbook, McGraw Hill Education, New York a.o.
• Vahs, D./Brem, A. (2015): Innovationsmanagement, Von der Idee zur erfolgreichen Vermarktung, 5. überarbeitete Auflage, Schäffer-Poeschel Verlag, Stuttgart.
• Crawford, C.M. and Di Benedetto, C.A. (2015): New Products Management, McGraw-Hill

• Viva Voce
• Two-Hour Written Examination

Standard form of examination: oral examination (alternative form of examination may be selected by the examiner and announced at the beginning of the course)

1 Term

Only Summer Term

English