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Major Module Digital Transformation I

 

Marketing of Digital Innovations

Lecture (14266.0800)

            Instructor: Prof. Dr. André Marchand
            Date: December 12, 2018 – January 30, 2019
            Time: Wednesday 02:00 pm – 05:30 pm 
            Location: Building 100, Aula 2

Exercise

            Instructor: Andrea Schöndeling
            Date: December 13, 2018 – January 31, 2019
            Time: Thursday 02:00 pm – 03:30 pm or 04:00 pm – 05:30 pm 
            Location: tba

Examination

The examination consists of a written exam of 60 minutes. As this course is about digital innovations, of course the exam will be an electronic exam (no pen and paper exam). We  offer an electronic mock exam in advance. 

You can obtain up to 6 additional points for the exam in the exercise by completing two assignments in groups. The exam has to be passed separately.

Examination Dates: 

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

2nd exam: 
Date: tba
Time: tba  
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 vorab eine Probeklausur an.

Sie können 6 Zusatzpunkte für die Klausur erhalten, indem Sie im Rahmen der Übung zwei Aufgaben in Gruppen bearbeiten. Die Klausur muss unabhängig davon bestanden werden.


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

Inspection 2nd exam:
Date: tba
Time: tba
Location: 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. General framework
    1.1 Paradigm shift in the era of digitalization
    1.2 Framework of digital marketing
    1.3 Concept of innovations
    1.4 Environment of innovations
  2. Marketing strategies
    2.1 Product development
    2.2 Branding
    2.3 Market entry
    2.4 Quality management
    2.5 Revenue management
    2.6 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 Organizational structure
    4.2 Actors of innovations
    4.3 Innovation culture