DESIGN THINKING, INNOVATIONS AND MARKETING STRATEGIES-1

The course "Design Thinking, Innovation, and Strategy" is a core subject within the Marketing Management curriculum. The objective of the first part of the course is to provide students with an advanced understanding of innovation dynamics, focusing particularly on managing organizational processes that support innovation. The course also aims to cultivate a critical and practical perspective among students regarding innovative and creative processes within enterprises.
Special emphasis will be placed on Design Thinking, understood as both a strategic approach and operational methodology for developing new products and services centered around the end user. Students will learn how Design Thinking fosters innovation through empathy, creativity, multidisciplinary collaboration, and rapid iteration of ideas and prototypes.
Through a robust theoretical foundation combined with practical activities, the course will equip students with analytical and methodological tools necessary to understand and address current competitive dynamics. It will explore strategies and organizational levers related to innovation, highlighting effective methods for structuring new product and service development processes.
After introducing theoretical foundations and contextual aspects related to innovation management in contemporary businesses, the course will examine various theoretical and applied models of innovation and creativity. It will also address key managerial and organizational challenges associated with managing innovative processes.

The expected learning outcomes for the first part of the course are:

1. Knowledge and understanding. Students will acquire a solid understanding of fundamental concepts related to innovation management, with a particular emphasis on Design Thinking. They will learn to comprehend the key mechanisms guiding strategic choices made by businesses in developing innovative policies, highlighting the importance of a user-centered approach.

2. Application of knowledge and understanding. Students will develop their ability to practically apply the concepts and theoretical models presented during the course, specifically using the Design Thinking methodology through case studies and practical exercises. They will also learn to critically evaluate the assumptions and limitations underlying these concepts and models.

3. Independent judgment. Students will be encouraged to critically compare alternative explanations and approaches to phenomena related to innovation management and strategic aspects. By utilizing Design Thinking techniques, they will develop independent analytical skills and propose creative and effective solutions to case studies presented in class.

4. Communication skills. Students will enhance their ability to communicate information, ideas, and issues through group practical experiences based on Design Thinking, thus fostering dialogue and discussion with diverse and broader audiences during classroom activities.

5. Learning skills. The course will develop students' ability to critically and reflectively engage with course materials and theoretical models, including those related to Design Thinking. Students will be encouraged to independently seek supplementary readings and empirical insights, effectively integrating theoretical learning from textbooks and manuals with practical learning derived from collective discussion and application of concrete case studies.

There are no prerequisites to enroll in this course.

The content for the first part of the course includes:
1. Introduction to the course: competitiveness and innovation
2. Dynamics of technological innovation and its diffusion
3. Organizing for new product development
4. The new product development process
5. Design Thinking: theoretical foundations and principles
6. Design Thinking: case studies and classroom exercises
7. Design Thinking: process, methods, and tools

McGraw Hill Create to be defined.

The examination consists of two tests, one related to the first part and one to the second part of the course, conducted simultaneously on a single exam date. The final outcome will be the average result of the two tests.
To pass the exam, it is necessary to achieve a passing grade in both tests.
For the first part, the exam consists of a written test comprising one open-ended question and thirteen multiple-choice questions, to be completed within 20 minutes. The questions are designed to assess knowledge of concepts and models presented during the course, the ability to apply them to concrete examples, and critical understanding of these concepts. The open-ended question has a maximum score of 4 points. Each correct multiple-choice answer awards two points, while a penalty of 0.5 points will be applied for each incorrect response. An additional score of 2 points on the final evaluation of the first part of the course will be awarded to attending students who participate in all educational activities offered during the course.

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Regarding the grading criteria (the method by which grades will be assigned), regardless of whether the student attends classes regularly or not:
A. Grades in the range of 18-22 will be awarded when the student demonstrates:
- sufficient knowledge of the course contents;
- limited capacity to understand and apply the acquired knowledge;
- sufficient communication skills, especially concerning the use of specific terminology relevant to the course.
B. Grades in the range of 23-26 will be awarded when the student demonstrates:
- fair knowledge of the course contents;
- fair capacity to understand and apply the acquired knowledge;
- fair communication skills, especially concerning the use of specific terminology relevant to the course.
C. Grades in the range of 27-30 will be awarded when the student demonstrates:
- good or excellent knowledge of the course contents;
- good or excellent capacity to understand and apply the acquired knowledge;
- fully appropriate communication skills, especially concerning the use of specific terminology relevant to the course.
D. The distinction "cum laude" will be awarded when the student demonstrates excellent knowledge and applied understanding of the course syllabus, along with outstanding judgment and communication skills.

The first part of the course is primarily organized into frontal lectures, and all materials discussed in class will be made available to attending students through the Moodle platform.
During class hours, practical activities will be organized to apply the theoretical concepts discussed throughout the week to empirical cases. Additional readings and supplementary materials will be provided to attending students via the course's Moodle page.