IIMA Course Catalogue

Programme

PGP

Term

Academic Year

2021-22

Course title

Innovation, Live

Area

Marketing

Credits

1.00

Instructor(s)

Prof. Apurv Nagpal (VF),
Prof. Arvind Sahay

Course Description & Objectives

Objectives:
The course is designed

1. To let the participant develop the ability to come up with out of the box solutions, innovations by understanding the broad process, rather than a set pattern of steps. While each step will be talked about, different cases will involve a different level of emphasis, depending on the case.
2. To develop and enhance participant’s concept writing and market research skills
3. To help students understand different innovation methodologies, corporate decision making processes

Upon successful completion of this course, you should be able to:

1. Be able to don an innovators hat, understand the process of innovation and the barriers against it which exist in most workplaces
2. Have the ability to focus marketing skills, learnt in the previous year, towards finalizing and launching a new product or service

Pedagogy

o Case and Class Discussions

There will be minimal case material, with reliance on the in-classroom activity, including some with the corporate being present.

o Group Activity

The entire project is group based, with the class being split into groups right after the innovation brief is laid out in session two. However, there is plenty of scope for individual excellence to showcase itself and be evaluated

o Lecture/Discussions

These sessions will allow us to examine various aspects and methods of innovation, the different corporate philosophies, especially of companies renowned for their innovation.

o Participant Limit. Participation will be limited to a total of 48 students, minimum 24 students needed with groups of 5-6 students (No Exchange students permitted)

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