In the ‘Marketing of Innovations’ module, participants dive deep into the marketing of high-tech innovations. The course offers comprehensive insights into terminology, strategies and the process-orientated approach of innovation marketing. Key topics such as positioning, opportunity identification, project conception and realisation as well as product sustainability are covered. The ability to make quick decisions in an uncertain environment and to optimise communication between marketing and R&D is of crucial importance. Current trends such as artificial intelligence, automation, blockchain technology, hyper-personalisation and AR/VR will be explored to successfully position innovative products. The course prepares students for the challenges of the dynamic market by providing essential organisational skills and success factors for tailored innovation marketing strategies. The path to the future of marketing starts here!
