From ideation to commercialization, how do brands invent, create and market new and successful products and services?
Inventing and launching new products is one of the most challenging part of innovation. When only 3% of new products launches are true successes, is there a golden road to success?
This course will look at the innovation management processes, techniques and best practices in both the corporate and start-up worlds - covering many successes and failures as examples, trying to draw insightful conclusions.
Philippe GOLDMAN
Séminaire
English
24 h – 4 ECTS
Fundamentals of Marketing
Spring 2024-2025
- Participation in class, including press review: 20%
- Individual written paper: 30%
- Collective innovation case study presented to a jury of entrepreneurs: 50%
This course will mix classic concepts of business reviews, academic concepts, guest speakers, cases-studies and group workshops on non-existing yet innovations.
A Technique for Producing Ideas, by James Webb Young