GB 744 - Customer-Focused Innovation Management

(3.00 cr.)

Explores the drivers of successful innovation. Students learn the stages of a systematic innovation process, the critical components of innovation strategy, and the characteristics of organizational cultures that motivate creativity, experimentation, and risk taking. Topics covered include understanding the different types of innovation, managing innovation failure, and developing technology-based innovations. Based on design thinking principles, the course includes a mix of discussions, case studies, and hands-on activities. In particular, students conduct market research to develop an innovation. Serves as an elective for both Marketing and Management specializations.

Prerequisite: GB 702 .
Sessions Typically Offered: Varies
Years Typically Offered: Annually