Innovation Academy on Marketing Communication: Hands-on seminars for SMEs

The development of non-technical innovation by SMEs is a spearhead for smart economic development in many European Regions. In order to stimulate business model innovation within SMEs in its economic region, the Flemish... [ view full abstract ]

The development of non-technical innovation by SMEs is a spearhead for smart economic development in many European Regions. In order to stimulate business model innovation within SMEs in its economic region, the Flemish government in Belgium decided to organize Innovation Academies. The government invited knowledge institutions to organize collaborative education modules for SMEs. University Colleges Leuven-Limburg used this opportunity to stimulate the innovative capacity of regional SMEs by translating the results of research and educational projects into hands-on sessions for SME business leaders. In the present paper, we will exemplify how University Colleges Leuven-Limburg designed these sessions with practical guidelines and tools. The sessions were highly rated by the participants as the content was adapted to the specific context of SMEs where innovation may be stifled by limited financial, human and marketing resources.