Entrepreneurship and Product Innovation (MKTG20007)

Entrepreneurship and innovation are about applying new ideas and solutions to address customer needs. This subject introduces theories intertwined with practice on how internal and external or “new” entrepreneurship and innovation can provide value to customers, firms, and other stakeholders. The first part of the course introduces the foundations of entrepreneurship or “exploration”, including idea generation, market analysis, pricing, customer preferences, and channel and sales management. The second part introduces the “exploitation” aspect including the positioning, developing and promoting of new products and services. We also discuss analytic methods that can reduce development risk and improve innovation.