Research line: Marketing

This course aims to promote reflection on the concept and strategies of innovation from the perspective of the theoretical field of Marketing. The course involves discussion of the definition, typology and scope of the concept of innovation, from a strategic marketing perspective. More specific issues on the subject are also covered, such as the metrics applied to innovation, the Marketing resources associated with innovation, the open innovation proposal, innovation in services, new business models that have innovation as their central focus, the relationship between sustainability and innovation in Marketing, as well as particular aspects of innovation in the practice of Marketing in companies.