Marketing provide many tools and techniques to assess customers' needs and prepare new products and services launches, but most of these tools are ill suited for major innovations, when the level of uncertainty is high, and little is known with regards to the potential market. In this module we will explore the role marketing can (and should) play in providing meaningful input in the innovation process.
Course objectives
The course is designed for marketing and product managers, involved or interested in innovation projects, and innovation project managers. The main objective is to get an in depth understanding of the challenges one's face when dealing with major innovation projects, and to get an understanding of the relevant marketing tools and methodologies in order to provide a real added value in major innovation projects

At the end of the course, you will:
a. Recognize the pitfalls of traditional marketing tools when applied to innovation projects with high uncertainty levels
b. Understand the pro and cons of the different tools and techniques that can be applied in major innovations projects
c. Be able to choose marketing tools and techniques relevant for major innovation projects, and apply them in practical situations
d. Be able to provide meaningful marketing information in order to translate research and product development projects into useful innovations