Training course in Market-driven
Innovation Management (MIM)
The concept of the Training Course
Innovations are important factors for strengthening the competitiveness of any enterprise. Product and service innovations oriented to new or existing markets as well as the development andimplementation of new production processes and organizational structures are decisive factors in the marketplace.
In market-driven innovation processes, the company’s attention is focused on the newly
discovered unfilled need of the potential customers. Today’s possibilities to access information
worldwide have changed the role of the customer in the global marketplace. Market-driven innovation management requires a systematic approach that allows for understanding and developing solutions which effectively respond to the fulfillment of the users’ needs. The “customer’s voice” must be integrated from the beginning in order to identify the clients’ needs, wishes and the changing customer trends. Hence, the fuzzy nature at the front end of innovation processes requires the application of effective techniques and tools to drive this integration in a consistent way.
The objective of the course is to make the participants familiar with the application of the different concepts and tools of innovation management in their company. The course is designed for managers and entrepreneurs in the private sector as well as business consultants. The course is offered by the Small Enterprise Promotion and Training Program (SEPT) of the University of Leipzig and the specialized consultancy firm Conoscope GmbH, both from Germany. .
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The process of innovation starts with the identification of market opportunities and the development of ideas which respond to a certain demand. The ideas do not always appear within the company, they also emerge from the definition of needs and desires detected among the customers (voice of customer).
This group of needs and desires has to be analyzed and classified by a multi-disciplinary team (under the authority of the innovation management), with the objective to plausibly express the costumers’ needs. The next step is concept development. Here, an evaluation is made in order to find the concepts that are best adapted to the clients’ requirements and to the capabilities of the enterprise (technical, financial and competitive).
Based on the selected concepts, prototypes are produced and can be evaluated by potential customers (product development).
Finally, in the phase of commercializing a innovation it is very important to introduce or re-launch the new products or services to local or international markets at the right time .
Management of the Innovation Process
EARLY STAGE PRODUCT DEVELOPMENT
Identification of
opportunities management Idea Development of concepts
COMMERCIALIZATION
Methodology of the training course
.A fundamental principle of this training course is the exchange between the objective and subjective approaches of the instruction process.
Objective approach is related to the teaching based on units of knowledge; for instance, the fundamentals of strategic innovation management, projects management, etc. Regarding methodology, classical class room setting and case-studies discussions will be used. This procedure allows fluent interaction between students and course facilitators.
On the other hand, the Subjective Approach is related to the individual efforts of the participants. This offers the participants “space to make their own decisions”, as well as the required flexibility to develop their capabilities and competences. Here we especially emphasise the application of innovation
management tools in a real project setting.
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The “Market-driven Innovation Management” training course is divided into two sections: a seminar phase and individual project coaching.
The seminars are a sequence of specialized conferences and practical case workshops. The speeches on specific topics will finish with a section of questions and discussions. In some selected topics, workshops will be offered.
Through the coaching component, the course offers the participants the possibility to perfect an
innovation project in their own enterprise or institution by applying the Innovation Management methods and techniques provided in the seminar phase.
Module structure
The total duration of the seminar phase is 70 hours. The lessons will be conducted by experts from Germany and other countries. Additionally, for writing the innovation project, the participants will spend between 40 and 50 hours of practical application of the newly acquired knowledge. During this last phase, the participants will be coached.
Activity Hours
Module 1: The Innovation Process. The market as
strategic source of ideas for innovation 35
Module 2: Project management in the innovation
process 35
Coaching 50
Total hours 120
Structure of the training course
Module 1: The Innovation Process. The market as strategic source of
ideas for innovation
Day Topic Tools
1 −Challenges of innovation management −The innovation process
−Integration of consumers into the innovation process
−Personas
−Fast Concept Development −Complain Management 2 −Strategic management of innovation −Analysis of market opportunities
−Analysis of the requirements of the company
−Quality Function Deployment −Benchmarking
−Portfolio Analysis −Roadmapping 3 −Analysis of technological development −Patent analisis, −Publications analisis
−Technology forecasting 4 −Idea generation −Idea evaluation −Creativity tools −Idea scoring
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−Concept development for new products/services −Prototyping
−Service engineering
−Functional Model
−Cause Effect Chain Analysis −Service Blue Printing
−Failure Mode and Effect Analysis −Target Costing and Product Clinic
Module 2: Project management in the innovation process
Day Topic Tools
1 −R&D Projects −Project’s start −Planning (Part1)
−Project portfolio
−Project development models −Objective definition
−Project charter 2 −Planning (Part 2) −Risk management
−Communication management
−Time planning tools −Resource planning tools −Information matrix 3 −Competency management −Innovation manager
−Multidisciplinary teams’ management
−Responsibility matrix −Competency matrix −Communication tools 4 −Funding models −Innovation controlling −Innovation metrics −Scoring methods 5 −Development of an innovation-promoting culture −Analysis of barriers −Stakeholder analysis
Trainers and coaches
Prof. Dr. Utz Dornberger
He is the Director of the SEPT International Program of he University of Leipzig. This program especially focuses on the promotion of technology transfer and
entrepreneurship in Germany as well as in several other countries around the world. His academic and professional focus is especially on innovation in SMEs,
entrepreneurship promotion and internationalization processes. He is also the Co-Founder of Conoscope GmbH, a consulting firm specialized in the fields of innovation management and internationalization. He has international experience in 5 continents and over 25 countries.
Carlos Andrés Palacios Valdés, M.Sc.
He is a consultant in technology and innovation management with focus on the early phases of the innovation process (innovation strategy, generation, evaluation and implementation of innovation ideas) as well as definition and management of innovation projects. His professional career has been developed in Latin America in the area of packaging design and development, and since 2004 in Europe, where he works as innovation management consultant at Siemens AG in the Corporate Technology department in Munich, Germany. His projects belong to three sectors: Energy, Industry and Healthcare.
Christian Hauke, M.A.
He earned the MA of Oriental Studies and Political Sciences at the University of Leipzig, Germany. He is employed as a coach and consultant at the SMILE Initiative to support the creation of enterprises at the University of Leipzig. His activities include training and coaching projects in the field of innovation management and promotion, especially in cooperation projects in the Middle East and North Africa. He has
professional experiences as project manager in the field of international cooperation, development aid and intercultural exchange.
Alfredo Suvelza, MBA
Mr. Alfredo Suvelza earned the MBA in Small and Medium Enterprise Development at the SEPT International Program of the Universität Leipzig, Germany, where he has been working since 2008. His activities include training and coaching projects in the field of innovation management and promotion, areas in which he operates as a private international consultant and coach as well. Besides his background in the private sector as entrepreneur and manager, he has professional experiences as teacher and working with international cooperation, governmental and non-governmental organizations.
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Additional information
Place
The training course is normally organized with a local partner, who provides the physical structure. But we also offer in-house seminars.
Language of instruction
The “Market-driven Innovation Management” training course will be held in English. Fees
The fee for the “Market-driven Innovation Management” training course is about 1.200 to 1.500 EUR per participant. We offer discounts for groups of more than 20 people.
Certificate
A certificate for the “Market-driven Innovation Management - Training Course” is provided. This certificate will be issued by the University of Leipzig and Conoscope GmbH.
Contact
Prof. Dr. Utz Dornberger Universität Leipzig
International SEPT Program Beethovenstr. 15 04107 Leipzig Tel. +49(0)341 97 370 39 Fax +49(0)341 97 370 48 E-Mail: dornberger@uni-leipzig.de Web: www.sept.uni-leipzig.de
