Hospitality Innovation

Innovation – all talk about it, very few know how to make it happen, and even fewer know how to turn it to money-making products and services of tomorrow. In this state-of-the-art extensive course Matt Phillips discusses and gives the customer invaluable hands-on tools on how to create commercial innovations.

Course overview
An effective way to innovations is to learn from the best, from the success and also from the failure stories. How to do it and how not to do it. Innovation does not equal creativity; creativity is a tool for innovation. Out-of-the-box thinking can be practiced and learned, like any other skill humans can master. Innovation matters whether you are a start-up or a legacy business. Learn the value of innovation and how it is carried out by the best practitioners.

The participants are expected to watch all the video content under each module, acquaint themselves with additional materials provided, and then take the quizzes. The quiz can be taken 3 times and we recommend that participants watch the videos and practice until they feel they master the topic.

Course objectives
Upon successful completion of the course, the course participant will learn:

1. what is innovation
2. how innovators think and act
3. how to turn ideation into innovation and subsequently products
4. what is design thinking and how to apply it to real-life cases

Skills
Upon successful completion of the course, the course participant is able to:

• understand innovation and how it contributes to the success of every business.
• understand how innovation happens and who makes it happen.
• use major innovation tools with ease.
• build new innovative, out-of-the-box products and services.

Course outline
This 5 ECTS equivalent course includes 12 modules. Under each module, there are a number of valuable and insightful videos and assignments.

Module 1. Introduction
1.1 Welcome
1.2 Meet your Professor
1.3 Assignment: Evolution of McDonald’s

Module 2. A journey through innovation
2.1 Innovation 101
2.2 Ten types of innovation
2.3 Assignment

Module 3. Interview: Christian Strobel
3.1 Interview introduction
3.2 Interview: Christian Strobel
3.3 Assignment

Module 4. Design thinking
4.1 Introduction to design thinking
4.2 Assignment

Module 5. Interview: Evon Blomstedt
5.1 Interview introduction
5.2 Interview: Evon Blomstedt
5.3. Assignment

Module 6. Developing insights
6.1 How to uncover insights
6.2 Jobs-to-be-done
6.3. Assignment

Module 7. Finding inspiration
7.1 Why does inspiration matter?
7.2 Case study: Creating the Archer hotels brand
7.3. Assignment

Module 8. Interview: Steve Cousins
8.1 Interview introduction
8.2 Interview: Steve Cousins
8.3. Assignment

Module 9. Indeation
9.1 What is Ideation?
9.2 Ideation methods
9.3. Assignment

Module 10. Creating prototypes

Module 11. Interview: Ron Swidler
11.1 Interview introduction
11.2 Interview: Ron Swidler
11.3. Assignment

Module 12. Summary

Why start studying now?
Innovation separates your services from the competition and gives you a competitive advantage. Innovation makes your company distinctive, different, and desirable. It creates a unique story and clarifies your company values for internal team members, not just guests or customers.

Understanding this and making it work for you are essential skills in running any business. The course will open doors to new responsibilities and facilitate your journey from one position to the next. Do not waste a minute – start your new branding expert career today!

How do I get access to the materials and for how long do I have to finish the course?After we have verified your payment, you will be sent credentials for the log-in to the learning environment, where you will conduct your studies. In the learning environment you will find all your study materials, which are available for you for 12 months. You may study at your own pace and return to study materials at any time you wish.

Welcome to the course!

Matt Phillips
Matt is president of Phillips & Co., an innovation strategy firm based in Chicago, serving clients globally. A high-energy innovation strategist, keynote speaker, ideation facilitator and entrepreneur with extensive experience leading Fortune 500 and mid-sized clients through the process of inventing and developing new products, brands, and growth strategies.