SHEB813 Marketing Innovations


Innovations are becoming the main source of sustainable competitive advantage for companies around the world. As marketing science deals with competitive advantage, it should provide solid framework for innovations. Course “Marketing Innovations” provides comprehensive understanding of innovations from marketing science perspective. The course is for students that are interested in commercialization of innovations both in small entrepreneurial companies and large corporations. This course will help students avoid serious marketing mistakes in commercialization of innovations and maximize marketing input at every stage of innovation process.

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Business Studies (Joint programme with The University of York)


Asst. prof. Rositsa Nakova, PhD

Course Description:


1) will know:

Acquaintance with various types of innovations, as well as with factors influencing the process of consumer acceptance of innovations in the market

Acquaintance with models of innovation management in organizations and marketing research methods for analyzing new markets.

2) will be able to:

Formation of the idea of the relationship of marketing with other activities involved in the process of developing new products, the importance of marketing in the process of innovation management, as well as familiarization with models of innovation management in organizations and marketing research methods for analyzing new markets.

Analyze the innovative activities of successful companies in terms of marketing strategy: describe the product, marketing strategy of the company, as well as its consumers.


Full-time Programmes

Types of Courses:

Language of teaching:


  1. Understanding of marketing. Types of innovations from marketing science perspective and common characteristics.
  2. Partnerships and strategic alliances in new product development.
  3. Models of innovation process, new product development and cross-functional interaction.
  4. Marketing research and innovations.
  5. Marketing mix for innovations.
  6. Consumer behavior, segmentation and adoption process
  7. Strategic market planning in marketing innovation.
  8. Plan for the successful launch of your new product.
  9. The opportunity and risk with new markets.


Recommended Core Bibliography

1.Cooper, R. G. (2017). Winning at New Products: Creating Value Through Innovation (Vol. Fifth edition). New York: Basic Books. Retrieved from

2.Varma, T. (2015). Agile Product Development: How to Design Innovative Products That Create Customer Value. [New York]: Apress. Retrieved from

Recommended Additional Bibliography

Aaker, D. A. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8–24. https://

Agarwal, S., Krishna Erramilli, M., & Dev, C. S. (2003). Market orientation and performance in service firms: Role of innovation. Journal of Services Marketing, 17(1), 68–82.

Allaway, A. W., Berkowitz, D., & D’Souza, G. (2003). Spatial diffusion of a new loyalty program through a retail market. Journal of Retailing, 79(3), 137–151.

Anselmsson, J., & Johansson, U. (2009). Retailer brands and the impact on innovativeness in the grocery market. Journal of Marketing Management, 25(1–2), 75–95. 026725709X410043

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://

Atuahene-Gima, K. (2005). Resolving the capability – Rigidity paradox in new product innovation. Journal of Marketing, 69(4), 61–83.

Balan, C. (2014). Pay what you want: A participative price setting mechanism. International Journal of Economic Practices and Theories, 4(5), 952–963.

Bartoloni, E., & Baussola, M. (2016). Does technological innovation undertaken alone have a real pivotal role? Economics of Innovation and New Technology, 25(2), 91–113. 10438599.2015.1057002