INN519 Financing and marketing of innovations

Contents and structure

The course aims to give holistic and cross-disciplinary knowledge on financing and marketing of innovations. The course has two parts: 1) economics and finance, 2) marketing.

In part 1), we cover basic economic principles and methods, with special focus on business strategy and competition. Students get knowledge on issues and methods related to financing and financial questions of particular interest to startups.

In part 2), the students acquire basic knowledge of consumers (Business-to-Consumer (B2C) marketing) and industrial customers (Business-to-Business (B2B) marketing). This part of the course focuses on buyer behaviour and decision-making processes that have consequences for marketing strategies with regard to both B2C and B2B. In addition, there will be a focus on the development of marketing strategies that use sustainability as a competitive advantage.

The course aims to provide updated knowledge as well as to address practical implications. We invite guest lecturers to tell about their experiences and strategies for commercializing and financing technology and innovations.

Learning Outcome

Knowledge:

The student has in-depth knowledge about:

• marketing of innovations in Business-to-Consumer (B2C) and Business-to-Business (B2B) markets
• fundamental economic and financial concepts, methods, and terminology
• knowledge of how start-ups can be financed

Skills:

The student can:

• identify relevant marketing strategies aimed towards Business-to-Consumer (B2C) and Business-to-Business (B2B) markets
• conduct basic financial analysis, based on accounting information and other relevant data

General competence:

The student:

• can analyse and make independent judgements on strategic choices related to commercializing and financing of technology and innovations
• has knowledge about different users/customers and their buying behaviour and can develop relevant marketing strategies
• has cross-disciplinary understanding about marketing and financing of technology and innovations

Entry requirements

The same as for the Master’s degree.

Teaching methods

The teaching combines lectures, guest lectures, group assignments, student active seminars, practical assignments and student presentations. Students are expected to take an active role in the classroom, and especially during the seminars, by asking questions, making presentations, participating in discussions, as well as demonstrating their critical thinking.

Compulsory learning activities

These compulsory course requirements must be approved before the student can take the exam.

Course requirements:

- Oral presentation (in groups) of the case assignment linked to part 2 (marketing)

Approved requirements are valid in the semester of the exam, and the consecutive 3 semesters.

Assessment

• Written group assignment in marketing (40%)
• Individual written exam in business economics and finance, 3 hours (60%)

Grading A-F, F is failed.

Examination support material

Group assignment: All support material is permitted

Written exam: Standard, non-programmable calculator

More about examination support material