Marketing of Innovations

Course guarantor:

Štěpán Chalupa

Lecturer:

Štěpán Chalupa

Tutor:

Štěpán Chalupa

Supervisor:

Institute of Management Studies

Synopsis:

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.

Requirements:

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.

Syllabus of lectures:

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

Syllabus of tutorials:

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

Study Objective:

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

Study materials:

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.

Note:

Time-table for winter semester 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
Mon
Tue
Wed	roomDEJ:421 Chalupa Š. 09:00–10:30 (lecture parallel1) Dejvice roomDEJ:421 Chalupa Š. 10:45–12:15 (parallel nr.101) Dejvice
Thu
Fri

Time-table for summer semester 2025/2026:

Time-table is not available yet

The course is a part of the following study plans: