Creativity and Product Innovation
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.
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 analyzed and discussed from a marketing/organizational, cultural, and societal perspective.
Modalità di insegnamento
In presence with a mix of lectures, discussions, and in class-assignments.
Attendance and Participation 15%
Case Analysis 15%
Final Exam 70%
All the required material (articles, web-references, etc) is going to be posted on the iCorsi3 platform. No main textbook is required.