Marketing and Innovation Management
Master's Degree in Management Engineering
News
For students who are going to attend the 2023-2024 class
A class on Google Classroom has been created. You are required to join the class via the Classroom application. Course code: ld4xycg
Lectures
Tuesday
14:00-16:00 Room 38, Via Eudossiana 18
Wednesday
09:00-12.00 Room 8, Via Eudossiana 18
Syllabus
From the textbook "Principles of Marketing":
Chapter 1: Marketing: Creating and Capturing Customer Value
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Appendix 1: Marketing Plan
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Consumer Markets and Consumer Buyer Behavior
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8: Products, Services, and Brands: Building Customer Value (excluded Services Marketing)
Chapter 11: Pricing Strategies: Additional Considerations (excluded Public Policy and Pricing)
Chapter 12: Marketing Channels: Delivering Customer Value (excluded Public Policy and Distribution Decision; Marketing Logistics and Supply Chain Management)
Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy (excluded Setting the Total Promotion Budget and Mix; Socially Responsible Marketing Communication)
From the textbook "Strategic Management of Technological Innovation":
Chapter 1: Introduction
Chapter 2: Sources of Innovation
Chapter 3: Types and Patterns of Innovation
Chapter 4: Standards Battles and Design Dominance
Chapter 5: Timing of Entry
Chapter 9: Protecting Innovation
Reading material provided by the lecturer:
Introduction to Innovation Management
New Product Development
Green Product Development
Textbook
Kotler P., Armstrong G. - Principles of Marketing. Pearson Education Limited
Schilling, M.A. - Strategic Management of Technological Innovation. International Edition. McGraw-Hill
Additional material provided by the lecturer