Mktg 511 Pioneering Innovation

This foundational MBA course provides students with an understanding of the innovation process and its relationship to creating and managing organizations that can be sustained in the global economy. Included in the course is consideration of the external forces and trends that confront the innovation process, coupled with an internal assessment of corporate strengths and weaknesses. Consideration of the customer and the customer/firm interface is emphasized. Additionally the course will include methods for fostering the creative process, both individually and within the firm. Concurrent enrollment in BA 521 is required.