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Developing and Marketing of Innovations (MSB106)

Innovation is the lifeblood of modern economies. At the same time, the ultimate success of a new offering, whether a product or service, is fraught with uncertainties. For example, 30,000 new consumer products are launched every year and 95% of them fail. Thus, the development and marketing of new products, services and processes is one of the most critical challenges and daunting tasks faced by any firm. This course covers different stages of the development and marketing process, from opportunity identification to launch.

Course description for study year 2022-2023. Please note that changes may occur.

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The course comprises three key parts: (1) Innovation Generation and New Product Development, (2) Launching and Positioning Innovations in the Marketplace, and (3) Adoption and Diffusion of New Offerings. As such, the course illustrates recent developments in innovation and marketing and showcases the opportuinites to involve consumers in the process (e.g., co-creation, crowdsourcing).
Learning outcome


On completion of this course, students will have knowledge of:

  • Innovation idea generation, the selection in firms and the possibilities of involving consumers (e.g., co-creation, crowdsourcing) in these processes;
  • Innovation introduction and take-off;
  • Diffusion of new products or services to consumers;
  • Innovation pioneering and entering existing markets with innovations;
  • Quantitative tools to study new products and services and new markets.


On completion of this course, students will be able to:

  • Apply different conceptual frameworks for marketing decisions in the context of innovation;
  • Apply acquired theoretical knowledge to real-life business problems in the field of marketing and innovation;
  • Develop an innovative mindset to assess market opportunities.
Required prerequisite knowledge

In-class exam and Portfolio (group)

Form of assessment Weight Duration Marks Aid
Portfolio (group) 1/2 1 Semesters Letter grades
In-class exam 1/2 4 Hours Letter grades

Students failing the portfolio evaluation will be given the opportunity to take a deferred exam. This exam will take the form of new written individual assignments

Coursework requirements
Presentation and powerpoint submission, Attendance 70%
70% attendance at all mandatory sessions starting from week 1 of teaching in the course.
Course teacher(s)
Course teacher: Shuai Yan
Study Program Director: Yuko Onozaka
Method of work

Lectures, group work, and independent study. The estimated distribution of ECTS hours are as follows:

1. Lectures and student seminars: 50 hours

2. Group work: 110 hours

3. Independent study of course material 120 hours

Overlapping courses
Course Reduction (SP)
Developing and Marketing Innovations (MØA106_1) 10
Open for
Master in Accounting and Auditing Business Administration - Master of Science Business Administration - Master of Science (5 years)
Course assessment
Students will have the opportunity to give feedback on the course first in an early dialogue, and then in a written course evaluation at the end of the course.
The syllabus can be found in Leganto