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Duration
Identical coursesMarketing Innovations (B-KUL-Y00949)
Cannot be taken as part of an examination contractAims
This course evaluates the following learning outcomes:
The student
2.a. Understands basic theories, basic terms, and basic concepts of each management domain, in particular with respect to the financial, operational, commercial and organisational activities, and can apply them when solving business problems.
2.l. Formulates and evaluates critically the objectives and tools of a marketing planning and strategy.
2.m. Analyses the impact of marketing decisions on the level of the market, the organisation and the consumer
Previous knowledge
For this course it is necessary to have sufficient prior knowledge of the course Marketing.
Is included in these courses of study
- Bachelor in de handelswetenschappen (Antwerpen) 180 ects.
- Preparatory Programme: Master of Business Administration (Programme for students started before 2023-2024) (Antwerp) 90 ects.
- Courses for Exchange Students Faculty of Economics and Business (Antwerp)
- Preparatory Programme: Master of Business Administration (Programme for students started in 2023-2024 or later) (Antwerp) 75 ects.
- Bachelor in de toegepaste taalkunde (programma voor studenten gestart in 2023-2024 of later) (Antwerpen) 180 ects.
Activities
3 ects. Marketing Innovations (B-KUL-Y50726)
Content
This course discusses academic and practical findings in the area of marketing innovations. The development and commercialization of marketing (eg product and communication) innovations is a process with many difficulties. More than half of the new products introduced in the market fai, and this share is even higher for very innovative products. Therefore, it is important to gain insights into the process of developing and implementing product innovations. Moreover in the area of communication, more and more companies have to deal with innovations as for instance communication becomes more digital. But also in pricing and distribution policies many innovations take place. All innovations should fit in a wider marketing strategic perspective. As a reflection of the overall marketing strategy, a clear business model should reveal the logic in various marketing and business related components and have an eye for possible trade-offs, that are induced by the innovation(s)..
Course material
Compulsory Course Material
Powerpoint slides and academic articles (on Toledo)
Recommended Course Material
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Language of instruction: more information
Only offered in English
Format: more information
-Team assignment
-Q&A's per team via Skype for Business, Collaborate or E-mail; practical arrangements communicated through Toledo
Evaluation
Evaluation: Marketing Innovations (B-KUL-Y70949)
Explanation
Features of the evaluation
For this course there is a team paper assignment.
Details on the content and the deadlines of the papers will be communicated through Toledo.
Determination of final grades
The result is calculated and expressed as an integer out of 20.
If the student does not participate in one of the partial evaluations, the final grade of the course will be NA (not attended) for the whole course.
If the set deadline was not respected, the grade for that respective part will be a 0-grade in the final grade.
Second examination opportunity
The features of the evaluation and determination of grades differ from those of the first examination opportunity. The team paper will be replaced by an individual paper.
Information about retaking exams
See 'Explanation' for further information regarding the second examination opportunity.