Creating & Managing Innovative New Products

1.5 units

Business is transforming faster than ever, driven by technological acceleration, shifting customer expectations, and rising competitive pressures. In this environment, innovation is no longer optional; it is the engine of growth and resilience. This course prepares students to lead the creation and management of new products, services, and business models in dynamic markets. Students will learn how to uncover unmet needs, generate and evaluate opportunity spaces, and design strategies that create differentiated value. They will also gain hands-on experience applying tools and frameworks to prototype, test, and refine solutions, while developing the judgment to manage risk and navigate uncertainty. Through use-cases, interactive exercises, and collaborative projects, the course blends strategy and practice to help students translate insights into actionable innovation, equipping them with the skills to lead change in startups, established enterprises, and everything in between. Students may not take both MKT 5590 and MKT 6590 for credit.