Customer Centric Innovation

(Elective Course)

Customer Centric Innovation examines how companies use IMC to grow and sustain an advantage, from startup to scale. Students will begin the course with a wide aperture, preparing for and participating in TechCrunch Disrupt, a world stage for technology innovation. At the conference, students will learn about technology at the forefront, preparing an outlook report as a course deliverable. The students will study 3-4 technology companies’ origin stories through case study, research, and guest speakers, to determine how IMC informed their customer-centric strategies. Concurrently, the course will examine the growth curve of technology, lean startups, development of unique value propositions, innovative processes, and how startups pitch and scale. Students will come away from the course with the ability to build a customer centric marketing strategy.