Innovations are a sustainable source of a firm’s competitive advantage and growth strategy. Firms spend billions of dollars developing and marketing innovations; however, most of these innovations fail to commercialize. The course is for students interested in monetizing and marketing innovations in entrepreneurial ventures and large corporations. Many innovations are in the hi-tech space and use emerging AI/ML technologies to understand and reach customers. Although much focus will be on hi-tech products, we will also cover retail product monetization and marketing issues in this course.

The course is focused on providing the students with the required skills, tools, and hands-on techniques an entrepreneur needs to develop a monetization strategy and communication plan in a limited budget.
This course emphasizes the application of marketing theory with true hands-on learning. The lecture sessions introduce proven solutions to marketing problems, the case sessions illustrate the application of these Marketing Innovation techniques in various industries, and the practice sessions provide an opportunity for you to develop a concrete marketing plan for innovation.