Market Analysis & Market Research for Innovative companies

Market Analysis & Market Research for Innovative companies

InstructorElena Petrucciano
PeriodSecond semester
Length (h)6

Course Objectives

The aim of this course is give an overview of the extensive analysis that needs to be done before bring to market any type of innovation.

Course Content Summary

Innovative companies need to be very accurate about the market where they are going to launch their product or services business. The best way to determine their success is to run an extensive market analysis and market research in order to understand whether there is room in the market for their business or not and figure out how to deal with all the challenges they will face.
It is critical for the success of a new innovative company to have a deep knowledge of the overall:
● best market segment opportunity;
● market size (current and potential);
● market trends and growth rate;
● competitor landscape;
● potential customers;
This course will provide students the tools to understand how to run this type of analysis.

Teaching methods

Practical exercises


B. AULET, Disciplined Entrepreneurship, Wiley, 2013, 1st edition
ASH MAURYA, Running Lean, O’Reilly Media; 2012, 2nd edition
S. BLANK, B. DORF, The Startup Owner’s Manual: The Step-By-Step Guide for Building a Great Company, K & S Ranch; 2012, 1st edition