Business Management FT
Apply Icon

Product & Innovation Management

level of course unit


Learning outcomes of course unit

The students
• Know the basic strategies and instruments of product and innovation management.
• Know concepts and methods for market-oriented product development.
• Can assess the organizational anchoring of product and innovation management.
• Know the organizationally necessary backgrounds for the emergence of innovations.
• Can apply product lifecycle management methods.
• Understand the influence of industry 4.0 and digitization on the product & innovation management process of companies.

prerequisites and co-requisites


course contents

Part A.) Fundamentals
• Concept and definition of product & innovation management
• Goals of product & innovation management
• Tasks of product & innovation managers

Part B.) Product & innovation strategies and innovation culture
• Corporate product & innovation strategy
• Innovation culture, innovation teams & innovation controlling
• Product life cycle & portfolio technology
• Industry 4.0 and digitization in product & innovation management

Part C.) Innovation processes
• Research & technology development
• Pre-development, product development & service development
• Open innovation
• Lead User Method
• Innovation networks
• Disruptions in the innovation process

Part D.) Idea management & creativity techniques
• Idea collection and evaluation
• Creativity and thought models (TRIZ, Mind-Mapping, 6-Hats Method, Walt-Disney Method, Morphological Box, Bionics, Osborn Checklist, Design Thinking)

recommended or required reading

• Gaubinger, K. (2021). Hybrides Innovationsmanagement für den Mittelstand in einer VUCA-Welt: Vorgehensmodelle – Methoden – Erfolgsfaktoren – Praxisbeispiele. Berlin: Springer Verlag.
• Hauschildt, J., Salomo, S., Schultz, C., & Kock, A. (2023). Innovationsmanagement. München: Verlag Franz Vahlen.
• Keite, L. (2022). Produktmanagement im digitalen Zeitalter: Leitfaden zur effizienten Steuerung von Produkten und Dienstleistungen während des gesamten Produktlebenszyklus. Freiburg: Haufe-Lexware.
• Wobser, G. (2022). Agiles Innovationsmanagement: Dilemmata überwinden, Ambidextrie beherrschen und mit Innovationen langfristig erfolgreich sein. Berlin: Springer Verlag.

assessment methods and criteria

Final presentation and
• Final report

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

5 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.
• A business idea and a business model based on it are developed. Within this framework, instruments and techniques discussed so far are applied.

semester/trimester when the course unit is delivered


name of lecturer(s)

English version will be available soon

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable


Situm Mario
Prof. (FH) DDr. Mario Situm, MBA
Director of Studies Business Management
+43 5372 71819 147
questions? Any
Any questions?
We are here to help you.
+43 5372 71819 500