Marketing of Innovations

3 credits · Fuqua School of Business

The course focuses on marketing of innovations, at a macro and a micro-level. At the macro-level, it uses historical data to understand how innovations and technologies have been adopted by consumers over time. This leads to the development of a forecasting model that can help managers predict how & when consumers are likely to adopt their product. Having established the adoption process at a macro level, the course moves to the firm-level problem of introducing an innovation to the market. At this stage, the focus is on the role of a product manager who is responsible for managing the new-product development process from ideation to commercialization. Daytime MBA and AMBA students.