WISO300709 Market-oriented innovation processes

Type
Lecture and exercise
Semester hours
2
Lecturer (assistant)
Falkenberg, Christof
Organisation
Marketing and Innovation
Offered in
Wintersemester 2026/27
Languages of instruction
Englisch
Content

The course focuses on market-oriented innovation processes with people at the center. As an elective with a focus on sustainable business practices, this course addresses the challenge of integrating increasingly complex environmental and broader sustainability requirements into innovation processes, while also using these requirements as a starting point for innovation processes.

The course follows the structure of innovation processes—from inspiration through ideation to implementation—and is offered in blocks.

1. Inspiration—From the Market to Market-Driven Product Ideas
- Identifying market-driven needs for action (e.g., market analysis, multi-level perspective (MLP) on the landscape, regimes, and niches that shape the innovation process)
- Identifying competition-related needs for action (e.g., existing niche innovations)
- Identifying company-related needs for action (e.g., customer satisfaction analysis)
- Identifying and allocating resources (e.g., resources from the “Innovators” exercise)

2. Inspiration for Idea Generation—From Product Ideas to Product Concepts
- Gaining insights into human-centered design processes
- Generating product ideas (e.g., creativity methods, systems thinking, lead user analysis)
- Evaluating product ideas (e.g., fishbone diagram, systems thinking)

3. Idea Generation—From Product Concept to Product
- Formulate your vision and mission
- Define product requirements (e.g., Human-Centered Design Toolkit)
- Compile product requirements (e.g., Value Proposition Canvas)

4. Idea Development for Implementation—From Product Concept to Product
- Incorporate the consumer’s perspective to refine the product concept and develop a product (e.g., customer survey)
- Involve stakeholders from the innovation ecosystem in your innovation process

5. Implementation—From Product to Market and Success
- Design your Minimum Viable Product/Service as an interim result of your innovation process
- Design your marketing mix for your product or service, taking into account product, price, promotion, and place

6. Implementation—from product to market and success
- Present and defend the innovation process you have developed
Objective (expected results of study and acquired competences)

After successful completion of the course, the student can:
... describe the role of market-oriented innovation processes in the management of innovation.

… explain the theoretical underpinnings of market-oriented innovation processes and critically reflect on them.

... identify and understand occurring and ongoing innovation processes in your own field of study.

... develop an innovation process by means of disruptive and human-centered design that addresses a sustainability issue

... use selected method sets for generating, selecting, and implementing ideas.
You can find more details like the schedule or information about exams on the course-page in BOKUonline.