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2013/2014 KAN-SMC_SM22 Marketing, Creativity and Innovation
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| Marketing, Creativity and Innovation |
Course information |
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| Language | English |
| Exam ECTS | 15 ECTS |
| Type | Mandatory |
| Level | Full Degree Master |
| Duration | One Semester |
| Course period | Autumn |
| Time Table | Please see course schedule at e-Campus |
| Study board |
Study Board for MSc in Economics and Business
Administration
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| Course coordinator | |
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| Main academic disciplines | |
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| Last updated on 13-08-2013 | |
| Learning objectives | |||||||||||||||||||||||||||||||||||||||||||||||||||
| At the end of the course the
excellent student is expected to be able to:
1. Describe, illustrate and discuss using academic language what characterize the process of radical product/service, business model, brand and channel innovation, and thereby recognize existing models on innovation, entrepreneurship and creative management in the literature. 2. Structure and discuss the impact of various factors on an organizational, group and individual level, on firms’ ability to successfully and continuously create new market opportunities by enacting innovation processes. 3. Explain and discuss using academic language the difference and the relatedness between different types of innovations (as for example: incremental vs. radical, product vs. brand innovations). 4. Structure, illustrate and discuss marketing’s contribution (as a business process and field of competences and capabilities) on the performance of firms’ innovation visions and strategies. 5. Create and argue for (orally and in writing) a ‘blue ocean strategy’ from an external and an internal company perspective and thereby apply and integrate the literatures methods, framework and principles for identifying and implementing a ‘blue ocean’. |
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| Examination | |||||||||||||||||||||||||||||||||||||||||||||||||||
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The exam in the subject consists of two parts:
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| Course content and structure | |||||||||||||||||||||||||||||||||||||||||||||||||||
During the first part of the
course, we reflect on ‘the context of marketing’. A discussion of
changes in how marketing is and has been viewed in the literature
is initiated. In relation to this, the terms mental models and
dominant marketing logic is introduced to highlight the active role
that companies’ executives, corporate managers of marketing
inclusive, have in setting the scene for how marketing is
conceptualized and realized. Furthermore, we discuss the
implication of existing and emerging megatrends on the practice of
innovation and marketing management. In a second part we
explore and discuss the meaning of creativity and perception in the
management of innovation, creativity and marketing processes, as
compared with approaching innovation from a traditional market
learning (discovering) perspective. Additionally, we explore
various creative techniques for identifying new market
opportunities and for implanting a proactive view on markets and
marketing within and outside the marketing function. Thereafter, in
the third part, the course turns to the following key terms
of the SMC concentration: corporate entrepreneurship, innovation
management, NPD and co-creation. It begins with exploring the
meaning (-s) in the literature of these terms and their
relatedness. This is followed by a discussion of what sets
innovation driven and design conscious companies apart from their
counterparts. When discussing the latter, we ‘look into’ evolvement
and new ways of managing innovation processes of products, brands
and of market channels. Finally, a fourth theme in the course deals
with the challenge of managing exploitative and explorative
innovation simultaneously. We thereby discuss how different
innovation strategies affect shareholder value, and how delivering
value to customers is the basis for creating shareholder value. In
other words, the course ‘Marketing, Creativity and Innovation’
consists of the following four highly related parts:
Progression
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| Teaching methods | |||||||||||||||||||||||||||||||||||||||||||||||||||
| The course consists of lectures, case-works and a semester project. | |||||||||||||||||||||||||||||||||||||||||||||||||||
| Expected literature | |||||||||||||||||||||||||||||||||||||||||||||||||||
A selection of articles in the field of marketing, innovation and creativity management:
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Last updated on
13-08-2013