Marketing of Innovations

Garant předmětu:

Štěpán Chalupa

Přednášející:

Štěpán Chalupa

Cvičící:

Štěpán Chalupa

Předmět zajišťuje:

institut manažerských studií

Anotace:

The course explores how innovations are marketed, adopted, and diffused. It provides students with a deep understanding of marketing fundamentals while emphasizing the specific challenges and opportunities in marketing innovative products, services, and business models. Students will develop the ability to analyze markets for innovation, craft marketing strategies, and apply theory to real-world innovation challenges.

Požadavky:

The subject is concluded with an oral examination focused on the theoretical concepts of Marketing of Innovations. The outputs of the seminars (exercises, case studies, and the semester project) serve as the application domain for the practical use of these theoretical concepts.

During the seminars, students actively participate in exercises and case studies. Credit is awarded after successfully defending the comprehensive semester project.

Osnova přednášek:

1 Introduction to Marketing of Innovations

2 Basics of Marketing in the Innovation Context

3 Innovation Adoption & Diffusion

4 Market Research for Innovations

5 Segmentation, Targeting, Positioning for Innovations

6 Branding and Communication of Innovations

7 Pricing Strategies for Innovative Products

8 Distribution and Go-to-Market Strategies

9 Digital Marketing & Innovations

10 Customer Experience & Service Innovations

11 Managing Resistance to Innovation

12 Innovation Ecosystems & B2B Innovation Marketing

13 Sustainable & Social Innovations¨

14 Future Trends & Course Wrap-Up

Osnova cvičení:

1 Why Do Innovations Fail?

2 Understanding Customers Jobs-to-be-Done

3 Adoption & Diffusion Simulation

4 Researching Unknown Markets

5 Positioning Innovative Products

6 Branding & Storytelling

7 Pricing Simulation

8 Go-to-Market Simulation

9 Growth Hacking & Digital Campaigns

10 Customer Experience Mapping

11 Overcoming Resistance

12 Ecosystems & B2B Innovations

13 Sustainable Innovations

14 Final Presentations

Cíle studia:

Equip students with the ability to understand, analyze, and apply marketing principles in the context of innovation-driven markets.

Studijní materiály:

ALDIERI, Luigi; CHOUDHRY, Taufiq. Innovation: Research and Development for Human, Economic and Institutional Growth. BoDBooks on Demand, 2024.

BARBOSA, Belem (ed.). Marketing innovation strategies and consumer behavior. IGI Global, 2024.

KOTLER, Philip, et al. (ed.). Perspectives in marketing, innovation and strategy. Taylor & Francis, 2023.

Poznámka:

Rozvrh na zimní semestr 2025/2026:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
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St	místnost DEJ:421 Chalupa Š. 09:00–10:30 (přednášková par. 1) Dejvice Učebnamístnost DEJ:421 Chalupa Š. 10:45–12:15 (paralelka 101) Dejvice Učebna
Čt
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Rozvrh na letní semestr 2025/2026:

Rozvrh není připraven

Předmět je součástí následujících studijních plánů: