MBM431 Commercialization of Innovations

• Topics

  Core topics:

  • Understanding technological innovations
  • Connecting technological innovations and target group needs and benefits
  • Using design thinking to develop product concepts from tech innovations
  • Testing and improving product concepts
  • Turning innovations into strong brands
  • Intellectual Property Rights (IPR)
  • Estimating market potential
  • Marketing planning and launch campaigns
  • Entrepreneurial cross-disciplinary teamwork (technical and business adm.)

  At the beginning of the semester, master students from NHH and NTNU form mixed project groups. Each group is introduced to a company currently working on an innovation project funded by the Norwegian Research Council. Next, students attend lectures and apply theories and models on the project as the course progresses. Faculty provide guidance. The final report is presented to faculty and company representatives. Some lectures are given at NHH, others at NTNU (lectures are video recorded). Group members meet at the beginning of the semester and the last week before the final presentation. Zoom is used for supervision sessions and group work between physical meetings.

• Learning outcome

  By the end of this course the students

  Knowledge

  • can make sense of tech innovations
  • have thorough knowledge of extant techniques for developing product/service concepts from innovations
  • can apply knowledge to position product/service concepts
  • know how to integrate sustainability in the positioning
  • have up-to-date knowledge on the major issues of intellectual property rights (IPR)
  • have knowledge on models for commercialization planning

  Skills

  • can critically analyze relevant academic and professional problems related to commercializing innovations
  • are able to communicate extensive independent work and terminology regarding innovation commercialization
  • can conduct research to analyze and make sense of real technological innovations
  • are able to use design thinking techniques for the purpose of turning real technological innovations into profitable product/service concepts
  • can develop an effective brand positioning strategy for product/service concepts
  • can estimate market potential for selected product concepts under conditions of high uncertainty
  • are able to develop plans for protection of IPR
  • can present commercialization plans to a corporate audience in a professional manner

  General competence

  • can identify and solve potential problems related to work in cross-disciplinary groups (members with technical and business background)
  • know of to build trust and professional relationships

• Teaching

  Combination of lectures, group-work and feedback sessions.  

• Assessment

  Oral group exam to be presented in person. Group size 4-6 students. Twenty minute group presentation followed by 10-15 min questioning/discussion. 

• Grading Scale

  A-F

• Computer tools

  Adobe Connect

• Literature

  Barringer, B. and Ireland, R. (2015). Entrepreneurship: Successfully Launching New Ventures, 5th Edition. 

  Selected articles.