Course Catalog

Fall 2008

B7677-002: Market Innovation

Sept 15-19 block week, master class

Instructor: bernd schmitt

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This course focuses on creative strategy that has the potential for market-changing impact. Think iPod, Mini Cooper or Google Maps. We will discuss how to source bold ideas, turn them into a strategy and implement them. You will learn numerous tools and work on a market innovation project, which you will conduct with other participants.

Bernd Schmitt

Bernd Schmitt

Robert D. Calkins Professor of International Business

Professor Schmitt researches, teaches, and advises corporations on creative strategy, branding, and customer experience management. Schmitt's books include Big Think Strategy, Customer Experience Management, and Experiential Marketing, which have been translated into more than 15 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in the classroom for the course Corporate Creativity. He has also taught several other courses including Consumer Behavior and Advertising, as well as the Marketing core course. He has held visiting appointments in China, Germany, Poland, and Singapore. Schmitt's research focuses on experiential marketing, brand management and international business.

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