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KCOS 2095A - Innovation Marketing: From Ideation to Launch

Type d'enseignement : Seminar

Semester : Spring 2017-2018

Number of hours : 12

Language of tuition : English


Fundamentals of Marketing

Course Description

Innovation marketing. From ideation to commercialization, how do brands create and market new and successful products and services? Inventing and launching new products is one of the most challenging part of marketing. When only 3% of new products launches are true successes, is there golden road to success? From the ideation to the commercialization, this course will look at all the marketing steps, but with a focus on true innovation, covering many successes and failures as examples, trying to draw insightful conclusions.


DUPONT, Maxime Y. (Directeur du développement, L'Oréal)

Pedagogical format

This course will mix classic concepts of marketing, perspectives on innovation, cases-studies and group workshops where students will be gathered to invent and present an innovation that doesn't exist yet!

Course validation

Participation in class (10%), one individual grade on a written work to write down at home (40%), one collective grade after a group oral presentation to an internal jury during the final session (50%).


12 hours – 2 ECTS

Required reading

  • A Technique for Producing Ideas, by James Webb Young
  • Blue Ocean Strategy: How to create uncontensted marketspace and make competition irrelevant by Kim, Mauborgne,

Additional required reading

Competing against luck, the story of innovation and customer choice by Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan