Learning a corporate innovation method begins with formal training, and there is no better place to do that than in graduate businesss school. I am looking foward to meeting the 37 students enrolled in my MBA course at the University of Cincinnati this month. The course, "Applied Marketing Innovation," is a full credit "special topics" course. It is a fusion of Systematic Inventive Thinking and The Big Picture marketing framework. The Syllabus can be downloaded, but here are some details about it:
This course focuses on how to create value and growth through innovation in new and existing markets. Students will learn the skills of innovation and how to apply those skills within the context of a marketing strategy framework. Students will apply innovation methods across the entire marketing management continuum including strategy, segmentation, targeting, positioning, and the 4P’s. The course will be taught using interactive workshop methods and techniques throughout. Students will first experience these facilitation techniques while learning innovation. They will then learn and practice these techniques so that they can apply them routinely throughout their graduate experience and beyond.