University of Maryland Executive Education
Robert H. Smith School of Business
A. James Clark School of Engineering
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Certificate in Innovation Management Program

Course: Strategies for Managing Innovation
January 22, 2010
Faculty: Oliver Schlake

Effective business leaders are those who excel not only at managing the business but also at outlining and sustaining a strategy predicated on meeting customers' needs and creating competitive advantage. This module will consist of four interconnected themes: profiting from uncertainty, cracking the customer code, building the creative organization and making smarter innovation choices. All include hands-on exercises, references and worksheets for immediate use in real-life situations. In this module, you'll learn...

  • How to spot emerging trends and anticipate the markets and technologies of tomorrow

  • How to gain insight into the subconscious and hidden needs that potential customers are unable to verbalize

  • How to turn customer needs into successful products and service offerings

  • How to develop a creative organization that develops more and better product ideas to address customers' wants and needs

  • How to make smarter innovation choices to eliminate false positives (chosen "lemons") and avoid false negatives (rejected "silver bullets")