WISO300711 Market-oriented innovation processes

Type
Lecture and seminar
Semester hours
2
Lecturer (assistant)
Wallnöfer, Laura Maria
Organisation
Marketing and Innovation
Offered in
Sommersemester 2026
Languages of instruction
Englisch
Content

(1) General course background and description

a. This is an interactive seminar and project studio. Each class has a short theory input, a tool demo, teamwork, and feedback.
b. We focus on market‑oriented, human‑centred innovation (start from customer/user needs as an inspiration and purpose), not technology‑push (for example: “we built a new technology and now we try to create demand for it”).
c. We work iteratively through three phases—Inspiration, Ideation, Implementation—using feedback from the lecturer, peers and potential customers to improve the innovation project.
d. Sustainability is built in: you consider environmental, social, and economic aspects so today’s solutions don’t become tomorrow’s problems.


(2) Course contents in brief:
a. Why actors like start-ups, established businesses or governments innovate: market, policy, technology, sustainability drivers of innovation (PESTEL, scanning niche innovations in your field of interest, multi-level perspective framework for understanding sustainability transitions (Literature by Geels, Loorbach and colleagues)
b. Customers and value provided by your innovation project: needs, value creation and capturing value (Value proposition canvas, customer interviews, Cover Story)
c. Innovation models and ecosystems (design thinking, diffusion of innovations (explained based on the multi-level perspective and case examples, Quadruple Helix)
d. Idea generation and evaluation (creativity techniques from the human-centred design tool kit, fishbone/systems thinking (cause-effect)
e. From idea to market (Minimum Viable Product, 4P marketing mix, scenarios and risks)
d. Sustainability by design (sustainability impact reflection in PESTEL and Economic, Environmental, and Social Business Model Canvas)

Sessions and exercises (with phases)

Session 1 (Inspiration)
PESTEL analysis (drivers and constraints) (exercise 1 - 6 Points)
Session 2 (Inspiration → Ideation)
Fishbone (cause–and–effect) for systems thinking (exercise 2 - 6 Points)
Customer interviews → Value Proposition Canvas (lean validation) (exercise 3 - 12 points)
Session 3 (Ideation)
Cover Story Canvas (outside communication and pitch) (exercise 4 - 5 Points)
Session 4 (Ideation → Implementation)
Quadruple Helix (partners and collaboration in the innovation ecosystem) (exercise 5 - 4 points)
Business Model Canvas—economic, ecological, social (revisit PESTEL; add partners from Quadruple Helix) (exercise 6 - 12 points)
Session 5 (Implementation)
Minimum Viable Product (MVP) + Marketing Mix (name, logo, price, place, promotion; leverage partners) (exercise 7 - 5 points)
Session 6 (Implementation)
Scenarios (use PESTEL indicators to explore best/worst/trend paths and inform the go‑to‑market) (exercise 8 - 5 points)
Session 7 (Final Presentation)
Present and defend the full process; show how feedback improved your concept ( 35 points)

Core approaches (used throughout)

a. Design Thinking (Inspiration → Ideation → Implementation): structure the work and keep it user-centred.
b. Systems Thinking: analyse root causes and connections (Fishbone diagram).
c. Lean Validation: test assumptions quickly (customer interviews → Value Proposition Canvas → MVP).
d. Sustainability Assessment: reflect ecological, social, and economic impacts (PESTEL, Business Model Canvas, Scenarios).
e. Ecosystem Building: identify and involve key actors (Quadruple Helix).
Previous knowledge expected

Basics of marketing, subject-specific knowledge of the respective field of study
Objective (expected results of study and acquired competences)

After completing the course, students can …

- describe the role of market‑oriented innovation processes in innovation management and sustainability transitions.
- plan and run an innovation process using Design Thinking (Inspiration → Ideation → Implementation), iterate with feedback, and work effectively in a team.
- use selected method sets to generate, select, and test ideas (e.g., PESTEL, niche scan, fishbone/systems thinking, customer interviews, Value Proposition Canvas).
- design and communicate concepts and business models (Cover Story Canvas, Business Model Canvas) and consider ecological, social, and economic impacts, including partners (Quadruple Helix).
- define a Minimum Viable Product and a simple go‑to‑market plan (marketing mix) and explore future paths with basic scenarios and risks.
- explain and critically reflect on the theoretical foundations of market‑oriented innovation (design thinking, diffusion, ecosystems).
You can find more details like the schedule or information about exams on the course-page in BOKUonline.