Competition among market offerings, increasingly aligned with contemporary trends, has become particularly intense. The wide variety and diversity of available products and services require a strategic orientation and continuous adaptation to market evolution. Adopting such a perspective is essential not only for developing new products capable of addressing customer needs, but also for maintaining the competitiveness of existing offerings in constant transformation.
Moreover, product life cycles have progressively shortened, compelling many firms to innovate with ever greater frequency. As a result, companies are under pressure to introduce new offerings that reflect emerging trends while simultaneously addressing the growing importance of sustainability.
The module “Innovation Marketing, Branding & Customer Engagement” explores the strategic role of marketing in product and service innovation, with a particular focus on market trends and effective launch and branding strategies. Special attention will be dedicated to the process of new product development and to the ways in which innovation can generate customer value. Creating an attractive offering requires clear and targeted communication of perceived value, with branding playing a central role in determining success.
The module will also examine the strategic potential of both primary and secondary data for designing innovative and sustainable products.
This course offers students a unique opportunity to deepen their understanding of emerging marketing trends while developing practical skills for applying innovative concepts to the (continuous) creation of new offerings. Its objective is to foster the ability of participants to acquire the mindset of focus on customer engagement through effective communication strategies and enhancement of brand value.
Upon completion of the module, participants will have acquired a thorough understanding of innovation marketing, with specific reference to the design of innovative and sustainable products, customer value creation, customer engagement, and branding for (new) products and services.
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