This is a project-oriented class, students will be asked to solve a business problem presented by a
multinational or a SME. They will develop a new/existing product and launch it on the market.

Students will be part of the House of Innovation, an open class; they will work in cross-functional
teams, interacting with the students of other courses who will be engaged in solving the same problem
on the basis of their course objectives and competences. The course is organized as a workshop for new
product/service development, allowing students to explore market opportunities and to propose new
concepts to the market. In addition to working in teams, they will attend labs, do simulation exercises
and role-playing games, and will be asked to interact with the business community outside the university
campus.

Lectures will provide students with the know-how, competencies and tools in order to enhance their skills
and solve the problems their project requires. Students will be engaged in flipped classes to increase their
knowledge and their learning skills, and their communication and team competences.

The course will focus on the process of designing, launching and managing new products/services.
Product or service development is central to management in general, as well as to marketing activities,
as it allows innovation to meet the evolution of market needs and opportunities. The course investigates
the process of new product management, starting from the birth of an idea and of a concept, up to the
evaluation of the project and its development. It will also help students to understand the dynamics of
innovation within organizations, particularly aiming to create and strengthen a culture of innovation.

Product/service innovation is one of the main responsibilities of a marketing manager and, at the same
time, a challenge for the entire management team by stimulating innovation, motivating creativity,
constantly producing new products/services, acting proactively and anticipating market/individual needs
and competitors. Innovation goes beyond the simple production process, being part of company missions
and organizational culture. Innovation is the core of successful contemporary companies.

Every year thousands of new products/services are introduced onto the market, generating novelty,
calling for brand development and for important marketing investments. However, the success rate of
new products tends to be very low. The primary reason for this is the complexity of the process itself
which goes well beyond creativity and good ideas, being the combination of innovation, technical skills
and operational capabilities.

Students will enjoy the unique opportunity to work closely with companies based in Italy, whose
goal it is to help them develop new products and services to win the market challenge.

Entrepreneurs and business people involved in the innovation business will be invited to lecture. This
includes companies such as 3M, Banfi, Cisco, Google, Microsoft, and a number of Italian SMEs and
start-ups.

Innovation, entrepreneurship and creativity are key-factors in contemporary management and
marketing. Firms can win the competition challenge when they are able to produce new products and
services.