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  • Locations: Munich, Germany
  • Program Terms: Summer
  • Budget Sheets: Summer
  • This program is currently not accepting applications.
Program Description:
Munich Skyline
This program is FULL for 2019.
Innovation is a complex process that requires extensive market and technological knowledge to be successful. Companies often utilize a system of innovation and marketing, involving a network of customers, research collaborators, suppliers, and other partners especially when competing in the global marketplace. This course will study important aspects of effective Innovation & Marketing Systems in Germany, which has been ranked by INSEAD as the #2 global innovative country, behind the United States. 

Topics such as customer involvement, fast-cycle innovation, global market partnerships, and innovation strategy will be covered with selected readings and pre-trip seminars. Company visits with executives at highly-innovative companies in Munich - such as  BMW, Intel, Hyve, Siemens, Texas Instruments, and others - will demonstrate best practices in managing innovation and marketing systems. 

Company visits entail 90-minute senior management presentations on innovation and marketing, with time included for questions and student interaction. Executives share their insights on how they manage innovation in a complex and global market. Each company will emphasize different topics according to their expertise and product/service offerings. Some visits may include a facility tour, or perhaps be somewhat longer depending on the company. Usually, 2 company visits per weekday are scheduled.

Enrollment is limited; students are encouraged to apply early.

  • Course
    • MBA 590: Innovation and Marketing Systems in Germany (graded, 3 credits)
  • NC State Program Cost
    • $3,800, See Budget Sheet for total estimated cost of attendance
  • Program Dates
    • May 12-19, 2019
  • Location
    • Munich, Germany
    • Optional: post-program excursion to Prague, Czech Republic from May 19-22.
  • Contact
    • Jonathan Bohlmann,
  • Eligibility
    • NC State Jenkins MBA students
The program begins Sunday with a Munich walking tour and group dinner. Students should plan to arrive Sunday morning (at the latest). Company visits begin Monday morning. The last company visit is typically Friday afternoon. Saturday is a free day to sight see Munich or the surrounding area (such as Dachau, Neuschwanstein Castle, Salzburg, among other options). Suggestions for tours and activities during free time will be provided, but students typically arrange their own activities to better fit their interests and budget. Most evenings are also free, and students can make evening plans as a single group, or as smaller groups. The instructor can help with ideas and some arrangements. On occasion we will explore corners of the Munich area or arrange other group activities as interest and schedule allows.

Student Assignments
The pre-program assignment involves student teams researching the innovation and marketing practices at the companies we will visit in Munich. Approximately 5 hours of pre-trip meetings (split into two sessions) will involve three main activities: 1) we will cover several assigned readings on innovation and marketing systems with a seminar discussion, 2) student teams will present their company research briefs, and 3) an overview of the trip and German travel tips will be discussed.  One comprehensive post-trip assignment allows students to detail their lessons learned from the visits, and to re-analyze key insights based on the pre-trip readings. Attendance at all company site visits during the program are required.

Pre-Trip Readings (subject to change): from Harvard Business Review (HBR) or Sloan Management Review (SMR)
1) “Strategy as Ecology,” Iansiti and Levien, HBR, March 2004
2) “The New Frontier of Experience Innovation,” Prahalad and Ramaswamy, SMR, Summer 2003
3) “Strategy and Your Stronger Hand,” Moore, HBR, December 2005
4) “The Innovator’s DNA,” Dyer et al., HBR, December 20009

Optional Prague Excursion
At the conclusion of the Munich program, an optional excursion to Prague may be planned from May 19-22. The tour would not be part of the required academic program. The excursion includes a stopover at the Pilsner Urquell brewery, a Prague city tour, and planned cultural activities. Students depart via their own arrangements (e.g., fly into Munich and fly out of Prague). The optional Prague excursion will cost approximately $600 per student – this includes bus transport from Munich to Prague, 3 nights hotel in Prague, tours and cultural events. Payments will be made directly to a third party vendor. Interested participants should contact Dr. Bohlmann for further details.

Dates / Deadlines:

There are currently no active application cycles for this program.

This program is currently not accepting applications.