Innovation in Marketing & Marketing of Innovation Course | Prof. Vinay Sharma IIT Roorkee
Course Details
| Exam Registration | 1132 |
|---|---|
| Course Status | Ongoing |
| Course Type | Elective |
| Language | English |
| Duration | 12 weeks |
| Categories | Management Studies |
| Credit Points | 3 |
| Level | Undergraduate/Postgraduate |
| Start Date | 19 Jan 2026 |
| End Date | 10 Apr 2026 |
| Enrollment Ends | 02 Feb 2026 |
| Exam Registration Ends | 20 Feb 2026 |
| Exam Date | 19 Apr 2026 IST |
| NCrF Level | 4.5 — 8.0 |
Master the Synergy of Marketing and Innovation with an Award-Winning IIT Professor
In today's rapidly evolving business landscape, the intersection of marketing and innovation is where true competitive advantage is forged. The course 'Innovation in Marketing and Marketing of Innovation', offered by the distinguished Prof. Vinay Sharma of IIT Roorkee, provides a comprehensive roadmap to navigate this critical junction. This 12-week program is designed not just to teach concepts, but to equip students, executives, and entrepreneurs with actionable insights to drive growth.
Why This Course is Essential for Modern Business Leaders
Marketing is no longer just about selling a product; it's about creating value through continuous innovation. Conversely, the most groundbreaking innovation fails without effective marketing. This course bridges this gap, offering an integrated perspective that is crucial for success in any industry. Whether you're a student aiming to build a future-proof career or a practitioner looking to revitalize your strategy, this course delivers both the conceptual foundation and practical tools needed to excel.
Learn from an Acclaimed Expert: Prof. Vinay Sharma
The course is led by Prof. Vinay Sharma, a Professor in the Department of Management Studies and a Joint Professor in the Department of Design at IIT Roorkee. His credentials speak volumes:
- National Teacher's Award 2024: Conferred by the Hon'ble President of India for his exceptional contributions to education.
- 30 Years of Expertise: A rich blend of academic rigor and practical experience in strategic management, marketing, innovation, and design thinking.
- Proven Impact: His work includes guiding a successful PhD project on a forest bio-residue briquetting machine, creating a sustainable value chain for Himalayan communities—a project hailed as a success story.
- Author & Contributor: Published author and contributor to Philip Kotler's Principles of Marketing.
- Award-Winning Researcher: Recipient of the prestigious Noël Deerr Gold Medal and the AIMS IBA Outstanding Management Researcher Award.
Course Overview: What You Will Learn
This meticulously curated 12-week journey is divided into two core modules: Innovation in Marketing and Marketing of Innovation.
Detailed Course Layout
| Week | Core Focus Area |
|---|---|
| Weeks 1-3 | Innovation in Marketing Strategies: The innovator's dilemma, go-to-market strategies, targeting, positioning, and understanding consumer behavior shifts. |
| Weeks 4-6 | Innovating the Marketing Mix: Deep dives into innovative pricing, distribution channels, and integrated marketing communications (IMC), including digital, AR/VR, and Web 3.0. |
| Week 7 | Innovation in Value Creation: Exploring co-creation and value chains beyond traditional business. |
| Week 8 | Introduction to Marketing of Innovation: Understanding what it means to market new products, services, and perspectives. |
| Weeks 9-10 | Foundations of Innovation & Consumer Understanding: Principles of innovation, diffusion of innovation theory, and overcoming consumer resistance. |
| Weeks 11-12 | Execution & Monetization: Product life cycle, new product development, branding innovation, and strategies for monetizing and delivering innovation successfully. |
Who Should Enroll?
- Students (UG/PG): In management, design, engineering, or any field with a curiosity about business growth.
- Marketing Professionals: Seeking to inject innovation into campaigns, pricing, distribution, or communication.
- Entrepreneurs & Start-up Founders: Looking to effectively launch and market innovative products or services.
- Product Managers & Innovators: Who need to understand how to bring their creations to market successfully.
- Executives & Consultants: Aiming to drive innovative strategies within their organizations or for clients.
Key Takeaways and Industry Relevance
This course is supported by all types of industries because its lessons are universally applicable. You will learn how to:
- Develop innovative marketing strategies that disrupt markets.
- Leverage digital transformation in marketing communications.
- Apply design thinking to product and service marketing.
- Navigate the challenges of introducing innovative offerings to the market.
- Build a framework for co-creating value with customers.
- Monetize innovation effectively for sustainable profitability.
Prof. Sharma's course on NPTEL, along with his other offerings, has already seen massive enrollment, with over 46,000 registrations for his innovation and entrepreneurship course alone, a testament to its quality and relevance.
Begin Your Journey at the Forefront of Business Strategy
'Innovation in Marketing and Marketing of Innovation' is more than a course; it's an investment in mastering the skills that define tomorrow's business leaders. Guided by a National Award-winning professor from a premier global institution like IIT Roorkee, this program offers an unparalleled opportunity to transform your approach to business challenges.
Embrace the synergy of marketing and innovation. Enroll in this course to unlock new perspectives, strategies, and tools that will propel your career or business into a future of sustained growth and success.
Enroll Now →