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2021/2022  DIP-DHDVV3002U  Management, Organization and Marketing of Innovation

English Title
Management, Organization and Marketing of Innovation

Course information

Language English
Course ECTS 5 ECTS
Type Elective
Level Graduate Diploma
Duration One Quarter
Start time of the course Autumn, Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 30
Study board
Study Board for Graduate Diploma in Business Administration (part 2)
Course coordinator
  • Marion Poetz - Department of Strategy and Innovation (SI)
Main academic disciplines
  • Innovation
Teaching methods
  • Online teaching
Last updated on 11-03-2021

Relevant links

Learning objectives
  • Understanding of the theories, concepts and key findings of the empirical literature of the course curriculum
  • Ability to apply analytical tools and to assess their usefulness
  • Skillfulness in carrying out a small empirical project
  • Aptitude in drawing on readings from the course curriculum for the preparation and execution of this project
  • Ability to use insights from the course curriculum to build an analytical understanding of the empirical project and related practical implications
  • Ability to reflect on possible discrepancies between theories, concepts and key findings of the empirical literature and the empirical project
Management, Organization and Marketing of Innovation:
Exam ECTS 5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

Project report related to identifying an innovation-relevant problem, designing an (open) innovation project for solving it and assessing critical project implementation factors, developed individually, to be handed in on a predefined date via Digital Exam. Students will receive individual online coaching sessions for developing their (open) innovation projects. Grading will be done according to the learning objectives and the exam evaluation criteria for this course.

Course content, structure and pedagogical approach

The objective of this course is to build the knowledge and skills needed to manage innovation projects along the entire innovation process from idea generation to implementation, and to help students develop an understanding of the central challenges and available solutions involved in organizing for innovation and incorporating a marketorientation throughout the innovation process.

The course is specifically devoted to taking an in-depth look at how innovation can be managed across organizational boundaries and thus focuses on Open Innovation.


Rapid advances in information and communication technologies, increased technological complexity, increased customer demands, higher labor mobility and shorter product life cycles have triggered new forms of managing, organizing and marketing innovation.

These forms can be characterized by being more open, distributed, collaborative, and democratized than traditional models of innovation. More and more companies are experimenting with such new forms in order to leverage widely distributed sources of knowledge for their innovation efforts.

In this course students will learn about how to manage the exploration of a wide range of internal and external sources for innovative opportunities, how to integrate the results of this exploration with firm capabilities and resources, how to exploit these opportunities through multiple channels, how to develop organizational designs for doing so and how to keep a market orientation throughout the innovation process for reducing market failure of new products or services.


The course is specifically devoted to taking an in-depth look at how innovation can be managed across organizational boundaries and emphasizes the role and value of Open Innovation.


The course is divided into three parts and will cover the following topics:


Part 1 - Managing innovation: Models and processes for open vs. closed innovation * Distributed sources of

innovation * The role of users in developing innovation * Open innovation search and collaboration tools * Selected

open innovation methods for outbound, inbound and coupled innovation processes (such as e.g., crowdsourcing)


Part 2 - Organizing for innovation: Organizational antecedents of innovation * Organizational designs for innovation

(structural and contextual arrangements) * Organizational inertia and resistance to innovation * Ambidexterity *

Incentives for (open) innovation * Absorptive capacity


Part 3 - Marketing innovation: Reducing the risk of market failure * Generating and launching innovations on the

basis of proactive market orientation * Transforming market insights into concepts, prototypes and products/services

that meet the demand of future markets * Challenges involved in communicating and promoting innovation * Tools

and techniques for market launch and sales of new products and services

Description of the teaching methods
The course is organized as a combination of live online workshops over the course of an extended weekend (Thursday to Sunday), asynchronous pre-workshop activities and individual post-workshop coaching sessions. During the live online workshops, the course applies an interactive and problem-based teaching approach and combines a mix of mini lectures, ad-hoc group work based on mini-exercises, case study analysis, in-class presentations and discussions
Feedback during the teaching period
The students will receive ongoing feedback during the online workshop sessions as well as during the individual coaching sessions
Student workload
Teaching and preparation 110 hours
Exam 40 hours
Expected literature

Available via Canvas

Last updated on 11-03-2021