The student will gain a deep understanding of specific characteristics in the marketing of innovative products and services, approaches for analyzing the current market situation and the future market development, the gathering of information about future customer needs and requirements, concepts and approaches to integrate lead users and their needs into product and service development processes, approaches and tools for ensuring customer-orientation in the development of new products and innovative services, marketing mix elements that take into consideration the specific requirements and challenges of innovative products and services, pricing methods for new products and services, the organization of complex sales forces and personal selling and communication concepts and instruments for new products and services.


Semester 2