Title of Course: Innovation Management and Marketing
Exam number: XM 2630
Length of course: 2 hours per week
Type of course: Lecture
Language: English
Lecturer: Prof. Dr. M. Opresnik
Learning outcomes: The saturation of markets, shortening of innovation cycle and decreasing protection against imitation require a specific and adequate market-oriented innovation management not only for multinational companies but also for small and medium-sized businesses. The systematic analysis of technology and product development, knowledge and process management, marketingorientation of enterprises and the integration of those elements within the framework of an integrative strategic management approach of core competencies are the key success factors of any enterprise. The seminaristic tuition of the subject "Innovation Management and Marketing" aims at achieving the following goals:
• survey of processes and issues in international marketing and management
• preparation for future leadership tasks
• enhancement of problem solving skills and acquirement of methods,
• management tools and social competence
• integration of knowledge and social as well as methodic skills inthe framework of cases study work dealing with international business issues
Literature:

• Deresky, H.: Global Management: Strategic and Interpersonal, Prentice Hall, 2002
• Deresky, H.: International Management: Managing Across Borders and Cultures, 5th Edition, Prentice Hall, 2006
• Kotler, P. / Keller, K.: Marketing Management, 12th Edition, Prentice Hall, 2006
• Kotler, P. / Armstrong, G.: Principles of Marketing, 11th Edition, Pearson Prentice Hall, 2006
• Kutschker, M. / Schmid, S.: Internationales Management, 5. Auflage, Oldenbourg, 2006
• Kutschker, M. (Hrsg.): Perspektiven der internationalen Wirtschaft, Gabler, 1999
• Meckl, R.: Internationales Management, Vahlen, 2006
• Meffert, H. (Hrsg.): Marktorientierte Unternehmensführung im Wandel, Gabler Verlag, 1999
• Müller-Stewens, G.: Strategisches Management, 3. Auflage, Schäffer-Poeschel, 2005
• Negandhi, A.: International Management, Allyn & Bacon, 1987
• Nieschlag, R. / Dichtl, E. / Hörschgen, H.: Marketing, 19. Auflage, Duncker-Humblot, 2002
• Opresnik, M. O.: Innovation Management and Marketing, Lecture Notes, 2008

Content:
This course provides an introduction to international marketing and innovation management: In addition to the discussion of basic terms and interdependencies of marketing and innovation management a special focus is on the identification and description of strategic and operational planning and decision problems. In order to facilitate an application of the discussed material, the participants will have the possibility to practice in the context of international case studies which will be presented and analyzed in class. The subject of innovation management is often treated as a series of separate specialisms, rather than an integrated task. The main aim of this course, however, is to bring together the areas of innovation management and marketing and to keep a strong emphasis on innovation as an integrated management process. As innovation continues to be at the forefront of economic and political debate about how to improve the competitiveness of economies and firms, this course will provide some insight into the problems faced by firms as they try to develop and market innovative products that will help them to achieve sustainable development and competitive advantages.

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