This course deals with the challenge of bringing to market elegant and efficient solutions to strong customer needs. This challenge is relevant whether you work for a startup or a large company, whether you sell products or services, and whether your customers are individual consumers or companies.
We structure our learning around the following basic steps of the innovation process:
1. Opportunity identification / Idea generation
We will take on the challenge of trying to develop a new product during the week! You will apply the tools and frameworks covered in the course to progress through the innovation process. A set of projects will be offered by companies. You will select your project (and form teams of 6 students) before the course starts, based on materials provided by the companies. You will visit your “client” company at the beginning of the course, and representatives from the company will attend your final presentations at the end of the course. Alternatively, you may propose your own project (e.g., startup idea). Please contact me as soon as possible ([email protected]) if you would like to do so.
Assistant Professor of Business
Melanie Brucks is interested in creativity and innovation. Her research focuses on the processes involved in generating and selecting innovative ideas and on the cognitive and behavioral consequences of technological innovations. Her findings help marketers better design ideation activities to maximize productivity and fuel innovation.
Before joining Columbia, Melanie Brucks received a PhD in Marketing from Stanford Graduate School of Business.