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2014/2015 KAN-CSMCO1043U Marketing, Creativity and Innovation
| English Title | |
| Marketing, Creativity and Innovation |
Course information |
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| Language | English |
| Course ECTS | 15 ECTS |
| Type | Mandatory |
| Level | Full Degree Master |
| Duration | One Semester |
| Course period | Autumn |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| 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 04-07-2014 | |
| 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 | ||||||||||||||||||||||||||||||||||||||||||||||||||
Duringthe first part of the course, we
reflect on ‘the context of marketing’. A discussion of
changes in how marketingis 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 discusshow to
understand consumers’ attitudes and behavior towards market
innovations andthe implication of sustainability, as representing
and important emerging mega trend in business and societyonthe
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 company performance. In
other words, the course ‘Marketing, Creativity and Innovation’
consists of the following four highly related parts:
‘Marketing, Creativity and Innovation’ and ‘Strategic Leadership and Brand management’ constitute the foundation of the concentration. This means that the issues, terms and concepts that are introduced during the course will be further explored and elaborated during courses that run concurrently or subsequently during the first and second semester. |
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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
04-07-2014