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Customer Value Innovation

IMC 490-6 (Elective)

Customer Value Innovation focuses on understanding the process by which customers choose to adopt innovative ideas. This course will help you understand what marketers can do to drive adoption and sustain customer engagement. 

In this course we will:

You will analyze a combination of historical and living cases dealing with both B2C and B2B products and services. While the course will rely heavily on U.S. examples and cases, we will touch on similarities and differences with other markets and use at least one non-U.S. case. 

Classes feature appearances by outside experts as well as discussions of emerging technologies that are giving rise to innovations and offering new opportunities to drive adoption.