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Creativity and Product Innovation


Peter P.

Course director


Course objectives
By the end of this course students will be able to identify, describe, integrate, and apply concepts and theories related to creativity and innovation to better serve the formulation of new products. Innovation, creativity, and new product ideas are going to be analysed and discussed from a marketing/organizational, cultural, and societal perspective.

Course description
This course focuses on new product development/innovation and issues related to the overall management of product innovation in the context of entrepreneurial opportunity, start-up ventures, existing organizations, and society. The emphasis is on innovation and creativity with the adoption of a marketing and organizational lens.
Learning methods

Attendance and Participation
10% of the final grade.

Examination information
Attendance and Participation
Case Analysis
Final Exam

Required material
All the required reading material is going to be posted on the i-corsi platform or available for purchase at USI at the beginning of the course.
No main textbook is required.