Focuses on the development of innovations, new products or new services from the perspective of a marketer. For an innovation to be successful in the market, it has to be customer centric: hence, in this course, we study how to develop and bring to market elegant and efficient solutions to strong customer needs. This is a fundamental business challenge, faced while working in a startup or in an established company; when developing a new product or a new service; and when serving customers who are individuals or large corporations.