Sumários

Class 15

12 Maio 2025, 09:30 • Ricardo Jorge Godinho Bilro

Embracing Innovation and Creativity in Business.


MarTech influencing contemporary Marketing.

Understanding MarTech.

The New Customer Experience.

Exercise: Don't Buy the wrong Marketing Tech.

Class 14

12 Maio 2025, 08:00 • Ricardo Jorge Godinho Bilro

Innovation cycle: Introduction to market

Planning the introduction

Preliminary Marketing Strategy Plan

Techniques for measuring consumer preferences

Forecasting the sales

Commercialization: when, where, to whom, and how.

Developing contingency plans

Using decision theory to plan the introduction

Class 13

9 Maio 2025, 11:00 • Ricardo Jorge Godinho Bilro

Innovation development

Concept development

Key questions for the development stage

Assessing the development of innovations

Assessing the benefits of innovation

Assessing the risk

Diffusion of innovation theory


Innovation cycle: Testing

Product concept testing

Purpose of concept stage

Testing advantages and disadvantages

The prototype

The google glasses case-study

Class 12

9 Maio 2025, 09:30 • Ricardo Jorge Godinho Bilro

Innovation cycle: Idea

New ideas

Idea generation

Sources for new ideas

Interacting with various groups

Creativity-generating techniques

Class 11

9 Maio 2025, 08:00 • Ricardo Jorge Godinho Bilro

Innovation cycle: opportunity

External competitive Diagnosis and opportunities selection

Competitive diagnosis

Risk-Reward bubble diagram.

Strategic alignment.