MKT 471: Innovation, Entrepreneurship, and Creativity

Course Description

This course connects marketing strategy with the development of innovative products and business models. It addresses how to successfully bring creative new offerings to market; both through entrepreneurship and in established businesses. Topics include core marketing strategy issues as well as:
• predicting future consumer tastes,
• why products and trends go in and out of style,
• creative idea generation,
• why video games are fun and how to apply this in other areas,
• the psychology of customer retention, and
• pro-social marketing.