Программа дисциплины «Маркетинг и инновации»

Types of control

In order to stimulate active learning, classes will be discussion-oriented. Quality participation is based on the quality of the insights exhibited, the student's ability to maintain continuity of discussion (i.e., pays attention to existing discussion/prior comments) and answer follow-up questions (which requires some degree of thought about the material - above and beyond mere reading - prior to class).

1. 
   What is marketing concept?
   
2. 
   Why has customer orientation been criticized?
   
3. 
   What is the market orientation concept?
   
4. 
   What is the customer-led business?
   
5. 
   What marketing tools does customer-led business use?
   
6. 
   What customer-led businesses could you name?
   
7. 
   What is the problem with customer-led?
   
8. 
   Why is the value of traditional market research tools limited when it comes to developing innovative products or services?
   
9. 
   What is the market-oriented business?
   
10. 
    What marketing tools do market-oriented business use?
    
11. 
    What is ‘probe and learn process?
    
12. 
    What are the contributions of sales in NPD?
    
13. 
    What is contribution of sales to NPD performance on each stage?
    
14. 
    What is product development stage
    
15. 
    What is implementation stage
    
16. 
    What is launch stage?
    
17. 
    What is the value proposition? What are the three basic types of value proposition?
    
18. 
    What are the advantages of being a Product Leader (Prospector)? What are the risks?
    
19. 
    What are core competencies? Give an example of a firm’s core competencies?
    
20. 
    What is competitive advantage?
    
21. 
    Develop a marketing dashboard composed of 10 to 15 key metrics for a Product Leader.
    
22. 
    What is the culture of innovativeness? What factors make it hard for firms to remain innovative over time?
    
23. 
    What is unlearning and why is it important?
    
24. 
    What are core rigidities? How do they inhibit innovativeness?
    
25. 
    What is innovator’s dilemma? How does it inhibit innovativeness?
    
26. 
    What is the purpose of cross-functional product development teams?
    
27. 
    What are the characteristics of cross-functional teams that produce highly successful products?
    
28. 
    What is R&D – marketing interaction? Why is it important in high-tech companies?
    
29. 
    What are the barriers to effective R&D – marketing interaction?
    
30. 
    What are the ways to facilitate effective interaction between R&D and marketing personnel? What is knowledge-based economy? What are some of its characteristics?
    
31. 
    What is meant by phrase “The World Is Flat”?
    
32. 
    What are the various types of partnerships a firm might form? Provide an example of each?
    
33. 
    What are the various reasons for a firm to form partnership?
    
34. 
    What are the three factors a company should consider in choosing its strategy to set industry standards?
    
35. 
    What are the four strategies a firm has to set industry standards? What are the pros and cons of each?
    
36. 
    What is open innovation?
    
37. 
    Why are new product alliances more difficult to manage than other types of alliances? How should companies manage these alliances to generate successful new product innovations?
    
38. 
    How marketing research techniques must be matched to the type of innovation to ensure greater success and insight?
    
39. 
    What is concept testing and how is it used by high-tech marketers?
    
40. 
    What is conjoint analysis, and how can high-tech marketers use it to refine the product development process?
    
41. 
    What is customer visit program?
    
42. 
    What is empathic design?
    
43. 
    Who are lead users?
    
44. 
    What factors influence a customer’s potential adoption of an innovation?
    
45. 
    What are categories of adopters and their characteristics? What are the appropriate marketing strategies for each of the categories?
    
46. 
    What is the chasm?
    
47. 
    What are the key decisions a company must make to cross the chasm?
    
48. 
    How does segmentation depend on degree of innovativeness?
    
49. 
    What are the steps in segmentation?
    
50. 
    What is the digital convergence?
    
51. 
    What is a technology map?
    
52. 
    What is the “make-versus-buy” decision?
    
53. 
    Describe what-to-sell continuum.
    
54. 
    What factors affect a firm’s decision about what to sell?
    
55. 
    What is modularity? What are pros and cons of following a modular approach to product design?
    
56. 
    What is a product platform?
    
57. 
    What is bricks-and-clicks distribution model?
    
58. 
    The simultaneous presence of market uncertainty, technological uncertainty, and competitive volatility characterizes most high-tech environments. Explain.
    
59. 
    What is the FUD factor?
    
60. 
    What is a dominant design? Why is it important in high-tech markets?
    
61. 
    What are the factors giving rise to technological uncertainty?
    
62. 
    What is convergence? How does it contribute to competitive volatility?
    
63. 
    What is a technology life cycle?
    
64. 
    What are network externalities?
    
65. 
    Explain the following types of innovations: incremental versus breakthrough, product versus process, sustaining versus disruptive, organizational innovations.
    
66. 
    What is the contingency theory of high-technology marketing? What marketing tools are appropriately used for incremental innovations? What marketing tools are appropriately used for breakthrough (radical) innovations?
    
67. 
    Does high-tech marketing need to be different from marketing of traditional products? Why?
    
68. 
    What is a knowledge-based economy? What are some of its characteristics?
    

Appendix A

Practical trainings and workshopson the course

38.04.02. – Management

Master Program in Marketing

Prepared by:

dfomenkov@hse.ru

1.Identifying type of innovation from marketing perspective.
Students are to identify type of innovations for following projects. Then they are supposed to describe main elements of innovation (problem, concept, incoming recourses) and risks (technological and market).