In the business world, the concept of Innovation is often referred to as Marketing. The topics of this course will go to the grounding theory of marketing known as the Diffusion of Innovations. It is a framework that can be applied to products, ideas, rumors, or even viruses and therefore has application both inside and outside the business world.

The course is useful for designers, managers, engineers or anyone who expects to interact with those who are concerned with marketing. It is oriented to students actively doing applied research
and/or thesis process.