2020-2021 Catalog Fall Update

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.




  1. This course will prepare students to:
  2. Craft business strategy by reasoning carefully about strategic options, evaluating action alternatives, and initiating changes necessary to keep the strategy responsive to internal and external forces.
  3. Increase capacity to think strategically about a company, its business position, and how it can gain sustainable competitive advantage.
  4. Interpret the relationship between innovation and strategy and its impact on competitive sustainability.
  5. Build skills in using various strategic analysis tools and models to conduct internal and external strategic analysis of industries and competitive situations.