This course presents effective tools to create value for any idea. This idea might be for example a product, service, technology, concept, patent, start-ups, person or. It assembles the most comprehensive research on the topics of entrepreneurship, technology transfer, new product development and marketing with the lecturer’s methodologies. The tools presented in the course have already been proved to be critical to create value for labs, start-ups, SMEs businesses, Fortune 500 multinationals, NGOs, and personal careers. By applying these tools, participants will be able to transform simple ideas into ambitious projects.
The Value Creation program is specifically designed to help participants understand:
PhD students at Universidade NOVA de Lisboa.
PhD holders working at NOVA (Professors, researchers,...)
Everyone that wishes to transform challenges into opportunities as well as bring a simple idea (e.g. product, service, technology, personal brand) to the market. More specifically:
Doctoral, post-doctoral and professors interested in the topics of value creation that help to:
7th edition: 31/10 and 7/11/2017 (Tuesdays) | 9am - 6pm | Venue: NOVA School of Business and Economics | This edition will be held in Portuguese (NEW)
Course Coordinator & Lecturer:
- Presentation of final coursework (100%):
The projects provide participants a very tangible and direct understanding about the tools to grow in saturated markets. As such, the evaluation approach with this course is based in the presentation of these projects.
Lectures / Practical activities - 16 hrs
Independent working hours - 10 hrs
Day 1 (morning):
How to create value for services, technologies, products, patents and people in the Marketplace
Day 1 (afternoon):
Creating value through market selection
Day 2 (morning):
Creating value while innovating
Day 2 (afternoon):
Using Marketing Planning for Value Creation and Growth
Pre-course preparation (optional):
For students that wish to be better prepared for the course, before the beginning please make a summary of the different steps of a marketing plan. The different steps of a marketing plan are discussed in several slides (password: “mkt “) and in 6 short-videos available in my website: http://www.lflages.com/mkt (if you have difficulties in opening the videos, you may also find them at: http://www.youtube.com/user/maclinuxmaclinux).
Doyle, Peter & P. Stern (2006), “Marketing Management and Strategy”, FT Prentice Hall, 4Ed.
R.C. Dorf, T.H. Byers & A. J. Nelson (2011), “Technology Ventures: From Idea to Enterprise”, 3rd ed., McGraw-Hill Int’l Ed.