Innovation Marketing Padawan

This badge is issued to students of IESEG who participated in the Marketing & Innovation course of Elodie Gentina and Chris Delepierre. Innovation is not necessarily about creating new technology. Some of the most iconic innovation examples of the past few years (the iPhone, Amazon Prime, Uber) use existing technology to create superior value through better business model design and new consumption uses. This course will give students an overview on what innovation is all about, starting from the notion of creativity and brainstorming, to consumer insight (active listening, ethnography, individual or collective interviews). It includes a marketing approach of the innovation process and covers the new usage of digital technologies in New Product/Service Development process (e.g., co-creation, crowdfunding, experience economy, etc.). Beyond interactive sessions on theoretical notions associated to marketing innovation, students will work hands-on to develop an innovation project based on a concrete case in a perspective of social entrepreneurship. They will then pitch their projects to start-up owners.

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