OVERVIEW

In today's business landscape, innovation is essential to every development-oriented company. Technological innovation, in particular, has become a central focus of company strategies. Companies face various challenges, including disruptive innovation, valuable innovation, socially responsible innovation, and green innovation. The Innovation Management and Marketing course aims to provide an updated framework of the main theories on innovation as a source of competitive advantage. Additionally, the course will explore the effectiveness and efficient methodologies for managing the process of implementing innovations within the company.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims at offering the basic concepts and methodologies that enables students to interpret the dynamics of innovation as a process, which entails both technological and market drivers.

AIMS AND LEARNING OUTCOMES

This course aims to achieve two primary goals. Firstly, to provide essential insights into innovation to gain a competitive edge. Secondly, to facilitate the development of skills required to design a successful technological development strategy. The focus will be on creating innovative solutions that can effectively tackle emerging challenges faced by humanity while adhering to responsible research and innovation practices.

At the end of the course, students will be able to recognise the main innovation categories that can be implemented in the company and apply the essential tools to contribute to the creation of valuable innovations from the point of view of the company and its users.

More specifically, the course pursues the following learning outcomes:

Knowledge and understanding: Students will acquire adequate knowledge to understand innovation processes and the main critical issues related to the strategic management of innovation as a source of competitive advantage.

Ability to apply knowledge and understanding: Students will be able to use the knowledge acquired to understand and solve problems related to the development and implementation of the innovation strategy, with particular reference to the valorisation and protection of intellectual property, to collaboration choices for technological development, conception, design and launch of new products/services.

Making judgements: Students will know how to use the knowledge acquired conceptually and operationally in various application contexts autonomously.

Communication skills: Students will acquire the specific technical language of the discipline to communicate clearly and unambiguously with specialist and non-specialist interlocutors.

Learning skills: Students will develop adequate learning skills that allow them to continue to explore the discipline's main topics autonomously, especially in the working contexts in which they will operate.

Through active involvement in the scheduled educational activities, at the end of the course, students will also acquire the following skills:

• Proficiency in effectively managing social interactions, adopting a collaborative attitude, and engaging in constructive communication in institutional and professional contexts.
• The ability to develop their imagination and creativity, critical thinking, and problem-solving orientation, particularly in innovation processes.

These skills are of fundamental importance for effectively learning the topics covered in the course and for success in the professional field.

TEACHING METHODS

Lectures, case analyses, and company testimonials.

Furthermore, students will be engaged in analysing and developing a case study. Workgroups will be formed during the course sessions, and each group will be assigned a specific case to examine using the methodologies learned throughout the course. During the course’s final week, each group will present their project, proposing innovative strategies and solutions.

SYLLABUS/CONTENT

The structure of the course reflects the fundamental phases of a strategic management process, proceeding from the evaluation of the dynamics of the technological and market environment to the formulation of the strategy and its implementation, with an in-depth study of the role of strategic and operational marketing in the creation of innovative value propositions.

Part I: Dynamics of technological innovation

Sources of innovation; Forms and models of innovation; Conflicting standards and dominant design; Choosing the time to enter the market

Part II: Development of the technological innovation strategy

Definition of the strategic orientation; Choice of innovation projects; Collaboration strategies; Innovation protection mechanisms

Part III: Implementation of the innovation strategy

Organization of innovation processes; Team management for the development of new products; Management of the development process of a new product; Formulation of a marketing strategy for innovation; Innovation strategies in SMEs

RECOMMENDED READING/BIBLIOGRAPHY

Reference text:

Schilling M., Strategic Management of Technological Innovation, McGraw-Hill Education.

In-depth readings on single topics may be indicated to attending students; additional readings and materials will be published on Aulaweb.

TEACHERS AND EXAM BOARD

Exam Board

NICOLETTA BURATTI (President)

GIORGIA PROFUMO

CIDATMA-FRANCESCO VITELLARO

LESSONS

LESSONS START

II semester

Class schedule

The timetable for this course is available here: Portale EasyAcademy

EXAMS

EXAM DESCRIPTION

Oral exam

ASSESSMENT METHODS

Oral exam

Exam schedule