Skip to main content

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.

Applications for summer 2024 are now closed for this program.

Program Facts

CoursesMBA 590: Innovation and Marketing Systems in Germany (graded, 3 credits)
Program Cost$4,700
Please see the “Costs/Scholarships” page for more details.
DatesJune 1 – 9, 2024
LocationMunich, Germany
ContactJonathan Bohlmann (
Office of Global Programs, Poole (
ApplicationsApplications for this program for summer 2024 closed following the Early Action deadline due to demand.
Detailed InformationTo learn about accommodations, eligibility, health & safety and logistics, please visit the PackAbroad program page.
FAQsLearn more about our refund and withdrawal policy here.

Get 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, June 2Arrival in Munich
Guided tour of Munich
Welcome Dinner in a Bavarian beer hall
Monday June 3Visit to The Munich Innovation Ecosystem
Visit to Fujitsu Germany
Recommendation: Seehaus Biergarten in the evening
Tuesday, June 4Visit to Siemens Mobility GmbH, an incubator of innovation
Freising city tour
Wednesday, June 5BMW Plant tour and visit
Recommendation: afternoon coffee and cake
Greek style group dinner
Thursday, June 6Visit 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, June 7 Visit Westwing Group, an innovative home goods company
Farewell dinner
Saturday, June 8Optional: Half-day trip to Dachau or
Optional: Neuschwanstein Castle
Sunday, June 9Depart from Munich for home