Formation/Cours

Learning Goal: Are competent in their field, rigourous and committed to quality.
Main objectives:
– Master the techniques and display expertise in the marketing field.
– Make professional quality oral and written presentations using the adapted tools.
At the end of the course, the student should be able to:
– Understand the critical role of innovation for companies and the opportunities and challenges of innovation to organizations
– Identify and recourse to the various sources of innovation
– Understand the New Product Development Process and apply it to real life cases
– Understand, describe and evaluate actual product innovations
– Master the new product launch process and monitoring

The role of innovation, its opportunities and challenges to corporations
– The role of marketing in the innovation process
– The various types and sources of innovation
– Consumers’ response to innovation
– The New Product Development process : from concept to actual offer
– The Launch of New Products and the monitoring of the results
– Key Success factors in product innovation, lessons from successes and failures
– A critical look at innovation and the new challenges to corporations (BOP marketing, ethics, globalization)
Illustrations: Nespresso, Apple, Geox, Uber, Airbnb, Tesla, Coca Cola Life, E-cigarettes (cases subject to revision)