Course content

Core topics:

• Understanding technological innovations
• Connecting technological innovations and target group needs and benefits
• Using design thinking to develop product concepts from tech innovations
• Testing and improving product concepts
• Turning innovations into strong brands
• Estimating market potential
• Marketing planning and launch campaigns
• Entrepreneurial cross-disciplinary teamwork (technical and business adm.).

At the beginning of the semester, master students from NTNU and potentially NHH form mixed project groups. Each group is introduced to a company currently working on an innovation project funded by the Norwegian Research Council via the BIA program. Next, students attend lectures and apply theories and models on the project as the course progresses. Faculty provide guidance. The final report is presented to faculty and company representatives. Some lectures are given at NTNU, others at NHH if appropriate (lectures are video recorded). Group members meet at the beginning of the semester and the last week before the final presentation. Skype, physical meeting and/or other means of communication technology is used for group work between physical meetings.

Learning outcome

Learning outcome

Knowledge:

students...

• can make sense of tech innovations
• have thorough knowledge of extant techniques for developing product/service concepts from innovations
• can apply knowledge to position product/service concepts
• have knowledge on models for commercialization planning

Skills:

students...

• can critically analyze relevant academic and professional problems related to commercializing innovations.
• are able to communicate extensive independent work and terminology regarding innovation commercialization
• can conduct research to analyze and make sense of real technological innovations
• are able to use design thinking techniques for the purpose of turning real technological innovations into profitable product/service concepts
• can develop an effective brand positioning strategy for product/service concepts
• can estimate market potential for selected product concepts under conditions of high uncertainty

General competence:

students...

• are able to present commercialization plans to a corporate audience in a professional manner
• can identify and solve potential problems related to work in cross-disciplinary groups (members with technical and business background).

Learning methods and activities

Lectures, digital communication, supervision, discussion.

Further on evaluation

Exam: Oral group exam.

There will be a resit exam for students who have legitimate reasons for an absence or have failed the following semester.

Specific conditions

Recommended previous knowledge

As for the study programme.

Course materials

Barringer, B. and Ireland, R. (2015). Entrepreneurship: Successfully Launching New Ventures, 5th Edition. Selected articles.