DBA 625 Industry Analysis and Market Innovation
This course covers the practice of sustained product innovation and the process of existing markets and future product capabilities to capture increased market share. Students will learn how to manage product lines and suggest innovations that align with current and future customer demands. Students will also learn how to market product innovations in order to expand market share through product differentiation and positioning. Students will also examine the factors that lead potential customers to choose or not choose an organization or a product and propose strategies to create value for a wider customer base.