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EURECA-PRO I&E Course | Lecture 13 | 29.06.2022, 14:00 EEST | Innovation Marketing

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The Technical University of Crete, in the context of EURECA-PRO, the European University on Responsible Consumption and Production, organizes a free online course on "Innovation & Entrepreneurship", consisting of a series of 14 lectures presented by leading professors and researchers of seven European universities from six countries. The goal is to nurture students and scientific staff in creative and innovative thinking by providing practical knowledge, skills and competences in business and market basics, offering business plan orientation, and promoting problem-solution thinking and leadership skills.

The 13th lecture of the series is titled

Innovation Marketing

and will be delivered by

Associate Professor Stelios Tsafarakis
Technical University of Crete, Greece

on the following date/time

June 29, 2022 | 14:00 EEST (13:00 CET)

More information about this lecture is shown below. The full schedule of the series is attached at the end of this post. To register for the course, please visit this page.


Abstract

Adoption and diffusion of innovations. Categories of innovation adopters and their characteristics. Appropriate marketing strategies for each of the categories. What is the chasm. Comparison of the marketing strategies that are necessary in the early market versus the mainstream market. Key decisions a company must make to cross the chasm. Critical characteristics of target segments in the mainstream market.


Short Bio

Dr. Stelios Tsafarakis is an Associate Professor with the School of Production Engineering and Management at the Technical University of Crete, Greece. His research interests lie in the areas of marketing engineering, including consumer behavior, product line design, market segmentation, data analysis, and operational research (evolutionary and nature inspired optimization algorithms). He has co-authored 2 books and more than 40 papers in conference proceedings, books, and scientific journals. He is a member of the American Marketing Association (AMA), the European Marketing Academy (EMAC), and the Technical Chamber of Greece (TEE).

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