Learning Outcomes
(WHAT) Students can understand and reflectively apply basic and current topics of innovation management, such as open innovation and crowdsourcing, and of marketing, such as digital marketing and marketing automation,
(HOW) by
- knowing and applying the basics of innovation management, online marketing and international marketing,
- familiarising themselves independently with current topics, working through them and classifying them critically,
- presenting and discussing the results,
(WHAT FOR) in order to apply modern innovation and marketing approaches in a corporate context and to keep pace with new topics as they arise.
Content
Innovation
- Fundamentals, meaning and definition Innovation
- Innovation Management
- Current topics - Open Innovation, Design Thinking, Hype Cycles etc.
Online/digital marketing
- Foundations of digital marketing and marketing mix
- Website design
- SEO + SEA
- Social media marketing
- Mobile Marketing
Current marketing topics - e.g. marketing automation, micromoments, content marketing, predictive marketing, GEO
Methods
- Self-learning on marketing basics
- Seminar-style teaching
- Presentations and case studies
Type of examination: presentation (40%) and a detailed case study in a team (60%)
Learning Material Provided by Lecturer
Literature
- Vahs, D. und Brem, A. (2023): Innovationsmanagement, 6. Auflage
- Schäffer-Pöschel Seeger, C. (2017): Harvard Business Manager Edition 1/2017: Innovation
- Homburg, C. (2020): Marketingmanagement, 6. Auflage, Springer-Gabler
- Kreutzer, R. (2025): Praxisorientiertes Online-Marketing: Konzepte - Instrumente – Checklisten, 5. Auflage, Springer-Gabler
- Lammenett, E. (2019): Praxiswissen Online-Marketing, 7. Auflage, Springer-Gabler
- Zaglauer,L. (2026): Online Marketing (in publication)
Literature on current topics provided in lecture