Major Module Digital Transformation I
Marketing of Digital Innovations
Lecture & Excercise (14266.0800)
Instructor: Andrea Schöndeling
Date, Time & Location: see KLIPS
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).
You can obtain up to 6 additional points for the exam in the exercise by completing an assignment in groups. The exam has to be passed separately. Please make sure that you are present during the session on December 8, as I will provide important information on the assignment on that day.
1st Examination Date: February 8th, 2022
Time: 11:00 a.m. - noon
Location: e-exam
2nd Examination Date: March 23th, 2022
Time: 01:00 p.m. - 02:00 p.m.
Location: e-exam
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. Die Klausur wird als elektronische Prüfung stattfinden. Wir bieten im Rahmen der Übung eine Probeklausur an, damit Sie sich mit dem Testprogramm vertraut machen können.
Sie können sechs Zusatzpunkte für die Klausur erhalten, indem Sie im Rahmen der Übung eine Aufgabe in Gruppen bearbeiten. Die Klausur muss unabhängig davon bestanden werden. Da wir am 8. 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 Exam
Date: July 26th, 2022
Time: 08:30 a.m. - 09:00 a.m. Inspection via Ilias, 10:00 a.m. - 11:00 a.m. Feedback via Zoom
Registration: July 7th - July 15th via e-mail at Andrea Schöndeling
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
- Introduction
1.1 Paradigm shift in the era of digitalization
1.2 Concept of innovations
1.3 Framework of innovation management - 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 - Innovation process
3.1 Situation analysis
3.2 Idea generation
3.3 Screening
3.4 From concept to market launch - Organization of Innovations
4.1 Promoting innovative behavior
4.2 Uniting creatives and analytics
4.3 Building an innovation culture