Innovation Marketing and Design Thinking[Marketing de l'Innovation et Design Thinking Bourkha]

In today's economy, shaped by rapid technological shifts, global market integration, and ever-evolving customer expectations, innovation has become a cornerstone of competitiveness and long-term success. Companies that excel are those able to turn fresh ideas into products, services, or processes that create real value for users while setting themselves apart from competitors. By contrast, neglecting innovation exposes firms to the risks of obsolescence and commoditization. Innovation is not confined to radical breakthroughs or disruptive technologies. It depends on the ability to anticipate market needs, spot opportunities, and adjust strategies accordingly. This perspective calls for a new kind of marketing—agile, user-centered, and grounded in listening, experimentation, and co-creation. Traditional approaches based solely on segmentation and quantitative data fall short in uncertain environments where consumer behavior is increasingly complex. Design Thinking emerges here as a critical mindset for innovation. By placing the user at the core of the process, it promotes rapid prototyping, iterative testing, and the transformation of field insights into actionable solutions. This method complements innovation marketing by uncovering implicit needs, encouraging hands-on experimentation, and incorporating user feedback throughout the process. It also fosters an organizational culture that embraces continuous learning and interdisciplinary collaboration. This course blends theory and practice in an integrated way. It introduces the foundations of innovation and agile marketing, outlines the Design Thinking methodology, and illustrates each concept with real-world examples and practical tools. The aim is to equip students and professionals with the knowledge and skills to apply and combine these approaches in order to generate innovative and economically viable solutions. The course follows a logical progression: from fundamental concepts of innovation, to marketing strategies for innovation, to the methodology and tools of Design Thinking. It then explores the mobilization of resources, the role of organizational culture, and finally the integration of creativity, co-creation, and strategic viability. This pathway connects theory with practice and prepares learners to manage complex innovation projects in real-world contexts.