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Germany: Innovation and Marketing Systems in Munich

Cityscape image of Marien Square in Munich, Germany during twilight blue hour.

Companies often utilize a system of innovation and marketing, involving a network of customers, research collaborators, suppliers, and other partners especially when competing in the global marketplace. This course will study important aspects of effective Innovation & Marketing Systems in Germany, which has been ranked by INSEAD as the #2 global innovative country, behind the United States.

Program Facts

CoursesMBA 590: Innovation and Marketing Systems in Germany (graded, 3 credits)
Program Cost$4,100
Please see the “Costs/Scholarships” page for more details.
DatesMay 13-21, 2023
LocationMunich, Germany
ContactJonathan Bohlmann (
Office of Global Programs, Poole (
ApplicationsApplications are due February 7.
Detailed InformationTo learn about accommodations, eligibility, health & safety and logistics, please visit the PackAbroad program page.
FAQsGet your general questions answered by visiting the FAQ page.


Topics such as customer involvement, fast-cycle innovation, global market partnerships, and innovation strategy will be covered with selected readings and pre-trip seminars. Company visits with executives at highly-innovative companies in Munich – such as  BMW, Intel, Hyve, Siemens, Texas Instruments, and others – will demonstrate best practices in managing innovation and marketing systems.

Sample Itinerary

*for illustrative purposes only

Sunday, May 14 Arrival in Munich
Guided tour of Munich
Welcome Dinner in a Bavarian beer hall
Tuesday, May 15Visit to The Munich Innovation Ecosystem
Visit to Fujitsu Germany
Recommendation: Seehaus Biergarten in the evening
Tuesday, May 16Visit to Siemens Mobility GmbH, an incubator of innovation
Freising city tour
Wednesday, May 17 BMW Plant tour and visit
Recommendation: afternoon coffee and cake
Greek style group dinner
Thursday, May 18Visit HYVE-The Innovation Company
Visit Walkolution, a startup revolutionizing the way humans work
Visit Lilium, the future of flying
Recommendation: Goldene Bar in the evening
Friday, May 19 Visit Westwing Group, an innovative home goods company
Farewell dinner
Saturday, May 20Optional: Half-day trip to Dachau or
Optional: Neuschwanstein Castle
Sunday, May 21Depart from Munich for home