Marketing and Innovation

By Prof. Smitha Girija   |   IILM Institute for Higher Education
Learners enrolled: 2089
This is a course from IILM Institute for Higher Education, delivered by Prof.Smitha Girija and is developed under the guidance of Prof. Jagdish Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, Atlanta GA

This course will make participants leverage marketing  concepts to influence the outcomes of new products and innovations and will help  students understand the basics of innovation, types of innovation,  diffusion  of innovation and barriers to Innovation. They will also learn about how to evaluate market attractiveness, think about the design and management of distribution channels and understand pricing architectures to market innovation and innovative products. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity.

Learning Objectives
  • Develop a strategic framework for assessing market opportunities
  • Anticipate and take advantage of the customer decision process with consumer insight
  • Leverage innovation and design thinking to capture value for customers
  • Choose marketing channels best suited for their product and market
  • Communicate more effectively with the marketing team
  • Link between Innovation, marketing and meaning of customer value

Course Status : Completed
Course Type : Core
Duration : 8 weeks
Start Date : 15 Jul 2019
End Date : 31 Oct 2019
Exam Date : 09 Nov 2019 IST
Category :
  • Management Studies
Credit Points : 3
Level : Postgraduate

Page Visits

Course layout

Week 1: Innovation as key source of Business
  • Why is it hard to innovate?
  • What Makes Innovators Different?
  • Types of Innovation
  • Innovator’s Dilemma – the essence of marketing to resolve the dilemma
  • The link between innovative ideas, innovation and Marketing
Week 2: How to Succeed in Marketing
  • Marketing Remix- Introducing 4A’s
  • Think like a customer
  • Managing Acceptability
  • Managing Affordability
  • Managing Accessibility
  • Managing Awareness
  • Applying 4 A Analysis
Week 3: Understanding Consumer Behavior
  • Do Consumer really have a Hierarchy of Motivations?
  • Why we buy, what we buy?
  • Consumer Decisions and Relationships
  • Climate Consumption and Culture
  • Online Consumer Behavior
Week 4: Setting New Product Development Goals
  • Introduction to New Product Development
  • A framework for successful New Product Development
  • The factors of success for new product development
  • Product Development Methodologies and Organization
  • Opportunity Identification and Selection
Week 5: Design Thinking Process for Product development
  • Building Capabilities for Execution
  • Applying design thinking to drive innovation
  • Improving product development and innovation strategy
  • Examining the best practices in prototyping and experimentation
Week 6: Managing Innovation
  • Why do most innovations fail?
  • How to Develop Affordable innovations?
  • Disruptive Innovation Model
Week 7: New Product Adoption
  • Diffusion of Innovation Theory
  • Assessing the drivers of new product adoption
  • Consumer Adoption Patterns
  • Determining promotional strategy
  • Considering overall product positioning
  • Factors of the success of Product innovation
Week 8 - Topic: Linking Innovation strategy to Product Launch
  • Bringing Innovations to Market
  • The Innovators License
  • Network Externalities or Effects
  • The trajectory of buzz
  • Go-to Market Campaign
  • Targeting revenue leaders instead of Influencers

Books and references

  • Four A's of Marketing- Creating Value for customers by Prof Jagdish N Seth and Rajendra S Sisodia
  • Consumer Behaviour- A Managerial Perspective by Dheeraj Sharma, Jagdish Sheth and Banwari Mittal
  • Marketing management by Kotler and Keller.
  • The Innovators Dilemma by Clay Christensen

Instructor bio

Prof. Smitha Girija
Professor Marketing
IILM Institute for Higher Education

Prof. Smitha Girija is a PhD in Retail Management with 17 years of experience. Her areas of interest includes Retail Management, Marketing Research and Advertising Management. She has been associated with IILM since 2012 and is currently the Director, PG Programme.
She is also actively involved in the curriculum development, faculty development programmes, Placements and  other activities  involving  students. She has conducted workshops for junior and middle level managers of SME's in Customer Relationship Management  and  Integrated  Marketing   Communication.  Her research work has been published  with  journals  of national and  international repute.

Course certificate

• 25% internal assessment and 75% Final Exam

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