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Major Module Digital Transformation I

 

Marketing of Digital Innovations

Lecture (14266.0800 and 14266.5004)

            Instructor: Prof. Dr. André Marchand
            Date: December 11, 2019 – January 09, 2020
            Time: Wednesday 02:00 pm – 05:30 pm; Thursday 12:00 pm - 03:30 pm
            Location: Wednesday Building 100, room XVIII; Thursday Building 415, room 1501

Exercise

            Instructor: Nicolas Weber
            Date: January 15, 16, 22 and 29, 2020 
            Time: Wednesday 02:00 pm – 05:30 pm; Thursday 12:00 pm - 03:30 pm 
            Location: Wednesday Building 100, room XVIII; Thursday Building 415, room 1501

Examination

The examination consists of a written exam of 60 minutes. As this course is about digital innovations, of course the exam is planned as an electronic exam (no pen and paper exam). We offer a mock exam to get familiar with the test program on January 22 during the exercise.

You can obtain up to 6 additional points for the exam in the exercise by completing two assignments in groups. The first one will be a case study, the second one will be a critical analysis of a current research paper on innovations. The exam has to be passed separately. Please make sure that you are present during our first session (December 11) as we will provide important information on the assignments on that day.

Examination Dates: 

1st exam: 
Date: February 7, 2020
Time: 11 am - 12 pm (please arrive until 10:45 am)
Location: tba

2nd exam: 
Date: March 27, 2020
Time: 9 am - 10 am (please arrive until 8:45 am)
Location: tba

Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden. Da es in diesem Kurs um digitale Innovationen geht, wird die Klausur als elektronische Prüfung stattfinden. Wir bieten am 22. Januar im Rahmen der Übung eine Probeklausur an, damit Sie sich mit dem Testprogramm vertraut machen können.

Sie können 6 Zusatzpunkte für die Klausur erhalten, indem Sie im Rahmen der Übung zwei Aufgaben in Gruppen bearbeiten. Bei der ersten Aufgabe handelt es sich um eine Fallstudie, bei der zweiten um eine kritische Analyse eines aktuellen Forschungsberichtes zu Innovationan. Die Klausur muss unabhängig davon bestanden werden. Da wir am 11. Dezember genauere Informationen zu den Assignments geben, ist es wichtig, dass Sie an diesem Termin teilnehmen.

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Prüfungen anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.

Inspection of Exams

Inspection 1st exam:
Date: tba
Time: tba
Location: tba
Registration: tba

Inspection 2nd exam:
Date: tba
Time: tba
Location: tba
Registration: tba

Content

The course “Marketing of Digital Innovations” covers the interplay between marketing and digital innovations. It provides a general framework of the paradigm shift in the era of digitalization and discusses the transformation from metaphorically playing bowling to playing pinball. It also covers how digitalization affects specific aspects in marketing. A topic of high managerial relevance is digital revenue management. Students learn how to make money with digital and social media products and services, particularly in markets with direct and indirect network effects. Moreover, this course covers disruption strategies, systematic innovation processes, and consumer integration in the digital era. 

Table of contents

  1. Introduction
    1.1 Paradigm shift in the era of digitalization
    1.2 Concept of innovations
    1.3 Framework of innovation management
  2. Marketing strategies
    2.1 Innovators dilemma
    2.2 Financial impact
    2.3 Branding
    2.4 Communication
    2.5 Market entry
    2.6 Quality management
    2.7 Cooperation
  3. Innovation process
    3.1 Situation analysis
    3.2 Idea generation
    3.3 Screening
    3.4 From concept to market launch
  4. Organization of Innovations
    4.1 Promoting innovative behavior
    4.2 Uniting creatives and analytics
    4.3 Building an innovation culture