Student guide Faculty of Engineering A.Y. 2010/11

Innovation and Marketing
Aim of the course
This course equips students with advanced ideas and tools relating to the formulation of corporate technology strategy, the management of technology and technological innovation, and the marketing and commercialisation of new products.
  • Technological innovation: definitions and fundamental concepts
The technology strategy:
  • Models
  • The technology intelligence process
  • Definition of the timing
  • Selection of technologies
  • Modes of acquisition of technology
The role of marketing in supporting innovation
The process of generating value
Defining the value proposition

Managing technology
  • Evaluating and choosing innovation projects
  • Measuring performance
  • Managing industrial and intellectual property
Marketing and commercialisation of innovation
Organisation of innovatory activities
The examination will consist of a written test and an oral test.
Reading list
Course textbooks:
Chiesa V., R&D Strategy and Organisation, Imperial College Press, 2001
Kotler P., ‘Marketing Management’, 11th edition, 2002 Prentice Hall International
Further reading: