IP Marketing

General Data
Academic program	ECAM LaSalle Mechanical and Electrical Engineering Programme			Module Manager(s) : JUSTON Axel
EC Type : Lectures	IP Marketing (LIIEEng07EIPMarketing)
Tutorials : 2h00 Lectures : 8h00 Project : 8h00 Individual work : 12h00 Total duration: 18	Status	Period Semester 7	Teaching language : English

General objectives
The Innovation Project is a multidisciplinary teamwork experience where students from various engineering fields collaborate on a product innovation. Spanning two semesters, the project follows all phases of an R&D process—from opportunity analysis to technical development. By the end of this phase, students will be able to: Define and analyze relevant customer segments and their needs Assess the intensity of user needs to validate the market opportunity Position the product within its market and identify key competitors Build a clear and compelling value proposition Analyze the adoption potential of an innovative solution Present their business idea using a Business Model Canvas

General objectives

The Innovation Project is a multidisciplinary teamwork experience where students from various engineering fields collaborate on a product innovation. Spanning two semesters, the project follows all phases of an R&D process—from opportunity analysis to technical development.
By the end of this phase, students will be able to:
Define and analyze relevant customer segments and their needs
Assess the intensity of user needs to validate the market opportunity
Position the product within its market and identify key competitors
Build a clear and compelling value proposition
Analyze the adoption potential of an innovative solution
Present their business idea using a Business Model Canvas

Content
Segmentation - Definition of target customer segments - Identification of customer needs and profiles Needs Intensity - Evaluation of the problem intensity using a quantitative method - Reframing the problem if necessary - Visual representation of the idea on a Business Model Canvas - Qualitative analysis using key success factors for innovation adoption Value Proposition - Description of the solution and how it addresses the problem - Unique and defensible aspects of the product - Revolutionary character of the solution and supporting evidence - Analysis of customer behavior change and adoption drivers - Evaluation of simplicity, accessibility, integration potential, and perceived value - Estimation of return on investment (ROI) and time to value

Content

Segmentation
- Definition of target customer segments
- Identification of customer needs and profiles

Needs Intensity
- Evaluation of the problem intensity using a quantitative method
- Reframing the problem if necessary
- Visual representation of the idea on a Business Model Canvas
- Qualitative analysis using key success factors for innovation adoption

Value Proposition
- Description of the solution and how it addresses the problem
- Unique and defensible aspects of the product
- Revolutionary character of the solution and supporting evidence
- Analysis of customer behavior change and adoption drivers
- Evaluation of simplicity, accessibility, integration potential, and perceived value
- Estimation of return on investment (ROI) and time to value

Corequis
Users canvas validated

Assessment(s)
N°	Nature	Coefficient	Observable objectives
1	Written Report	0,5	Deliverable submission to the lecturer
2	Written Report	0,2	Executive Summary Submission to the team supervisior