A15006 Innovation & Marketing for SMEs

The goal of the course is to educate students to create effective marketing plans for new products. Students will learn to develop a marketing plan for a real new product.

Students will learn how to develop a marketing plan in a real business situation through the participation in a business project.

Topics include:

• The marketing concept, strategic marketing and marketing operations, marketing planning
• The launch of a new product: from concept generation to market launch: the business project
• The structure of a marketing plan
• Market analysis
• Marketing research to understand the market: qualitative and quantitative
• Demand segmentation, targeting, and positioning
• The marketing mix for the new product
• New product failures
• KPi's to track the launch of new products
• Organizing for new products: make and buy of marketing services

The course is based on a mix of lectures, guest speeches, case studies, and exercises about the different phases of new product development. The mix enables students to apply concepts to real-life situations and deals.

Attending students:

The final grade is based on:

a) the quality of the marketing plan of a new product presented in class

b) points gained in the exercised assigned in class

Non-Attending students:

Individual final written exam on course slides and material. The exam is made of 15 questions, each worth 2 points.