MBM431 Commercialization of Innovations (E)

• 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 form project groups. Each group is introduced to a company currently working on a real innovation project and assigned the task of developing a commercialization plan. Students attend lectures at the beginning of the course to get familiar with a research-based framework for the development of commercialization plans. In addition, groups collect relevant research information (articles and book chapters) that are especially relevant to their project. During the work with the project, supervision is provided by faculty members (on Zoom). The final plan is presented orally to faculty and company representatives. 

• 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 commercialization of innovations
  • can conduct research to analyze and make sense of real technological innovations
  • are able to use AI to collect data (silicon samples), to produce and test alternative solutions, and to critically evaluate the AI outputs
  • can develop an effective brand positioning strategy for new product/service concepts
  • can estimate market potential for selected product concepts under conditions of high uncertainty
  • can present commercialization plans to a corporate audience in a professional manner

  General competence

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

• Teaching

  Combination of lectures, group-work and feedback sessions.  

• Compulsory Activity

  None.

• Assessment

  Oral group exam. Presentation of commercialization plan. Group size 4-6 students. Twenty minute group presentation followed by 10-15 min questioning/discussion. All group members participate and receive the same grade.

• Grading Scale

  A-F

• Computer tools

  Adobe Connect

• Literature

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

  Selected articles.