Commercialization of Innovations

MBM431 Commercialization of Innovations

Spring 2019

Autumn 2019
  • Topics

    Core topics:

    • Understanding technological innovations
    • Connecting technological innovations and target group needs and benefits
    • Using design thinking to develop product concepts from tech innovations
    • Testing and improving product concepts
    • Turning innovations into strong brands
    • IPR
    • Estimating market potential
    • Marketing planning and launch campaigns
    • Entrepreneurial cross-disciplinary teamwork (technical and business adm.)

    At the beginning of the semester, master students from NHH and NTNU form mixed project groups. Each group is introduced to a company currently working on an innovation project funded by the Norwegian Research Council via the BIA program. Next, students attend lectures and apply theories and models on the project as the course progresses. Faculty provide guidance. The final report is presented to faculty and company representatives. Some lectures are given at NHH, others at NTNU (lectures are video recorded). Group members meet at the beginning of the semester and the last week before the final presentation. Skype and other means of communication technology is used for group work between physical meetings.

  • Learning outcome

    By the end of this course the students will


    • have developed knowledge on how to make sense of tech innovations
    • have knowledge on extant techniques for developing product/service concepts from innovations
    • have competence on how to position product/service concepts
    • have up-to-date knowledge on the major issues of IPR
    • have up-to-date knowledge on models for commercialization planning


    • be able to analyze and make sense of real technological innovations
    • have learned to use design thinking techniques for the purpose of turning real technological innovations into profitable product/service concepts
    • be capable of developing an effective brand positioning strategy for product/service concepts
    • have skills in estimating market potential for selected product concepts under conditions of high uncertainty
    • have skills in developing plans for protection of IPR
    • have skills in presenting commercialization plans to a corporate audience in a professional manner
    • be capable of identifying and solving potential problems related to work in cross-disciplinary groups (members with technical and business background)

  • Requirements for course approval

    At least 90% attendance in course activities

  • Assessment

    30 minute oral group presentation (group of 4-5 students) of project work

  • Grading Scale


  • Computer tools

    Adobe Connect

  • Literature

    Selected articles and book chapters.


ECTS Credits
Teaching language

Autumn. Offered Autumn 2019

Course responsible

 Professor Magne Supphellen NHH & Professor Roger Sørheim NTNU