Commented University Calendar

Sales and Services / Innovation Marketing

Course Units (new window)

Instructor:

Christian Lüthje

Course Format:

Lecture (4hours) and PBL sessions (1hour)

Period:

Summer Semester

Language:

English

Recommended Previous Knowledge:

Lecture marketing in the complementary module BWL, lecture B2B Marketing

Contents:

Services and Sales

Service companies constitute the largest and fastest-growing segment of the world economy. This part of the course is especially designed for those students who are interested in working in service industries or with services in other organizations. The course addresses the distinct needs and problems of service organizations and also of manufacturing organizations in which the role of the service component in the customer relationship is of strategic importance. The course introduces the students to the various aspects of service marketing and service management with the objective of developing skills in the identification, analysis and solution of problems encountered in this area. The purpose of the second part of the course is to provide an in-depth coverage of sales and distribution aspects of marketing. A managerial orientation is taken with the focus on decision making in both sales and distribution areas. Appropriate theories are reviewed and analytical frameworks and analytical frameworks are offered to help in practical decision making.

Innovation Marketing:

To increase the probability of success for new products and services, it is commonly recommended to align innovation projects closely with the market requirements and customer needs. To ensure market-orientation in the development and implementation of innovations is a challenging task for innovative firms. New goods are often planned for not yet existing markets. The development starts several years earlier, before the innovation finds its way into the market. In this lecture we will discuss strategies, methods and specific instruments that can ensure market-oriented innovation processes.

This course provides an overview of the principal concepts in the marketing of innovative products and services. The course covers the major phases of the marketing process - starting with strategic marketing planning activities (e.g. selecting attractive markets) and ending with the planning of market introduction (e.g. communication, pricing, sales and distribution). The course presents proven planning techniques suitable to help executives in companies to define market strategies and to optimize their profits in the markets that they choose to target.

Learning Outcomes:

Sales and Services

  • Understand the role of professional services in business-to-business environments
  • Differentiate  types of services and use the benefits of service networks along value chains
  • Apply methods to develop, implement and control professional services
  • Understand and explore marketing activities in professional services
  • Utilize methods and tools for customer valuation
  • Use sales force planning strategies and visiting models
  • Explain and apply tools for internal sales force management

Innovation Marketing:

  • analyze the current situation of markets and to apply tools to forecast the future development of those markets.
  • use concepts which enable strategic analysis that lay the foundation for strategic decision making.
  • apply methods to indentifying attractive fields of innovation.
  • forecast and assess the market and technology potential of those innovation fields.
  • use market research approaches (e.g. Conjoint Analysis, Quality Function Deployment, Target Costing, User Innovation Toolkits) which enable companies to develop market-oriented innovations.
  • select and to design  tools of the marketing mix ( e.g. conceiving the communication strategy, determining pricing) which are fundamental for the successful launch of  an innovation.

Reading Resources:

Will be posted in StudIP

Sales and Services

“Involving Customers in New Service Development”, Bo Edvardsson et. al.,  2006, London

“Service Innovation”, Joe Tidd & Frank M. Hull (Editors), 2007, London

“Sales Force Management”, 9th Edition, M. W. Johnson & G. W. Marshall, 2009, New York

“Management of a Sales Force”, 12th Edition, R. L. Spiro et al., 2008, New York

 

Innovation Marketing

Kotler, P., Keller, K. L. (2006). Marketing Management, 12 th  edition, Pearson Prentice Hall, New Jersey

Mohr, J., Sengupta, S., Slater, S. (2002). Marketing of High-Technology Products and Innovations, 2nd edition, Prentice Hall, New Jersey

Gruenwald, G. (1997). How to create profitable new products – from mission to market, Mass., Lincolnwood, NTC Business Books, 1997

Von Hippel, E.(2005). Democratizing Innovation, Cambridge: MIT Press

Crawford, M., Di Benedetto, A. (2008). New  products management, 9th edition, McGrw Hill, Boston et al., 2008

Performance Record:

Written exam, mini presentations, in-class case studies, preparation and active participation in PBL sessions

"Services and Sales" and "Innovation Marketing" are part of the modul "Marketing" for IWI and LIM students. A grade can only be obtained for the whole modul.

Workload:

150 hours total

Further Information:

http://www.imi.tu-harburg.de/

Contact:

luedtke@tu-harburg.de; klaus.ifflaender@tu-harburg.de

Credit points of this module can be found in the course plan for the corresponding course of study.

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