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| GEST0265-1 | Innovation Marketing : Planning, Promotion and Launch
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| Duration : | 30h Th |
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| Credits/ECTS : |
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| Holder(s) : | Allard Van Riel |
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| Language : | Langue anglaise |
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| Course contents : | Innovation success depends largely on a good launch strategy. The quality of this strategy is highly dependent on the quality of the preceding analyses. In this course the students learn how to apply a broad range of analytical tools for innovation marketing planning. |
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| Course objective : | The seminar deals with the consequences of global trends, such as the Internet revolution and globalization, for innovation marketing planning. In this course, students will learn how to design and conduct an analysis for the planning of innovation marketing, resulting in the determination of a marketing mix. |
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| Prerequisites : | Knowledge of general marketing and management theories |
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| Workshops : | In small groups (5 students) the students will conduct a research project, and report their findings at the end of the seminar. |
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| Organization : | The course consists of approximately 10 theoretical seminars and has several guest lecturers from industry.
Contents:
- Introduction : the objectives of innovation planning
- Competitive analysis
- Industry analysis
- Competitor analysis
- Customer analysis
- Determining market potential
- Developing a product innovation marketing strategy
- Developing a service innovation marketing strategy
- Brand extension strategies
- Presenting the analysis: oral presentation and written report
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| Written notes : | The book: Lehmann, Donald R., and Winer, Russel S. (2005), Analysis for Marketing Planning, 6th edition, McGraw-Hill, ISBN 0-07-286596-2 is obligatory literature. Lecture sheets and notes are made available online after the sessions. |
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| Assessment : | Students teams (5 persons) write a report of a consultancy project (30%) and present the result to the professor (20%). A written report of approximately 20 pages A4 (1.5 lines spaced) and a PowerPoint presentation are required for passing the seminar. Presentation skills of individual students are also graded (10%). Moreover, a written exam with multiple choices questions will be organized (40%). |
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| Contacts : | Prof. Dr. Allard van Riel
a.vanriel@ulg.ac.be
Cours Assistant: Sandrine Wouters
sandrine.wouters@ulg.ac.be |
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| Remarks : | This course is offered in English. The e-Campus website is used as an electronic learning environment: http://campus.hec.ulg.ac |
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