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2014/2015  KAN-CSMCO1043U  Marketing, Creativity and Innovation

English Title
Marketing, Creativity and Innovation

Course information

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
Course coordinator
  • Karin Tollin - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
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’.
The exam in the subject consists of two parts:
4-hour written exam:
Sub exam weight50%
Examination formWritten sit-in exam
Individual or group examIndividual
Assignment typeWritten assignment
Duration4 hours
Grading scale7-step scale
Examiner(s)One internal examiner
Exam periodAutumn Term
Aids allowed to bring to the examLimited aids, see the list below and the exam plan/guidelines for further information:
  • Additional allowed aids
  • Books and compendia brought by the examinee
  • Notes brought by the examinee
  • Allowed dictionaries
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Oral exam based on a written group semester project:
Sub exam weight50%
Examination formOral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group examGroup exam, max. 4 students in the group
The oral exam is individual
Size of written productMax. 30 pages
Assignment typeProject
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation timeNo preparation
Grading scale7-step scale
Examiner(s)Internal examiner and external examiner
Exam periodAutumn Term
Aids allowed to bring to the examClosed Book
Make-up exam/re-exam
Same examination form as the ordinary exam
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 logicsstrategic leadership for innovation
  • Consumers’ values and innovative behavior and implication on marketing and innovation of the sustainability trend and value orientation.
  • Managing innovation as a key business process and co-creation as a business philosophy
  • Exploitative vs. explorative innovation, and effect on company performance
‘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.
Teaching methods
The course consists of lectures, case-works and a semester project.
Expected literature
  • Strategic Market Creation – A New Perspective on Marketing and Innovation management, 2008, editors: Karin Tollin and Antonella Carú, Wiley, Chichester.
  • Blue Ocean Strategy, 2005, W Chan Kim and Renée Maubourgne, HBS Press
  • Managing Innovation, 2009, Joe Tidd and John Bessant, Wiley
  • Creative Management and Development, 2006, Jane Henry, Sage Publications

A selection of articles in the field of marketing, innovation and creativity management:
  • Alvarez, Sharon A and Barney Jay B, (2010), Entrepreneurship and Epistemology: The Philosophical Underpinnings of the Study of Entrepreneurial Opportunities, The Academy of Management Annals, 4: (1), 557-583.
  • Bilton, C. (2007). Management and creativity. Malden, MA, US: Blackwell Publ. Kap 2.
  • Csikszentmihalyi, M. (1996). Creativity. Flow and the psychology of discovery and invention. NY, US: HarperPerennial. Chapter 14.
  • DeCusatis, Casimer (2008) Creating, Growing and Sustaining Efficient Innovation Teams,
Creativity & Innovation Management, Jun2008, Vol. 17 Issue 2, p155-164
  • Etgar, Michael (2008), A descriptive model of the consumer co-production process, Journal of the Academy of Marketing Science, vol. 36, pp- 97-108.
  • Harrison-Walker, J. & Perdue, G (2007): The role of marketing in the valuation of a firm: exploring the underlying mechanism, Journal of Strategic Marketing, vol. 15, 377-386.
  • Huhtala and Parzefall (2007) A Review of Employee Well-Being and Innovativeness: An Opportunity for a Mutual Benefit, Creativity and Innovation Management, Vol. 16, No. 3., pp. 299-306.
  • Lukas, Bryan A. Whitwella, Gregory J. Doyle, Peter. How can a shareholder value approach improve marketing's strategic influence? (2005), Journal of Business Research. Volume 58, Issue 4, pp. 414-422
  • Matzler, Kurt et al. (2010), Sustaining Corporate Success: What drives the top performers?, Journal of Business Strategy, 31 (5), 4-13.
  • O'Sullivan, D. et al.(2009): Marketing performance measurement and firm performance: Evidence from the European high-technology sector, European Journal of Marketing, p. 843 – 862
  • Paulus, P. (2009). Fostering Creativity in Groups and Teams. In J. Zhou & C. E. Shalley (eds.) Handbook of Organizational Creativity. Routledge.
  • Rust, Roland T, Christine Moorman, and Gauray Bhalla, Rethinking Marketing, (2010) Harvard Business Review, January-February.
  • Sawyer, R. K. (2006). Explaning Creativity. The science of human innovation. Oxford: Oxford University Press. Kapitel 15
  • Seggie, SH , Cavusgil, E., Phelan, SE (2007): Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics, Industrial Marketing Management 36, 834–841
  • Tollin, Karin and Jones, Richard (2009), Marketing logics for competitive advantage, European Journal of Marketing, vol. 43, 523-550.
  • Varadarajan, Rajan (2009), “Fortune at the Bottom of the Innovation Pyramid: The Strategic
Logic of Incremental Innovations”, Business Horizons, 52, 21-29.
  • Wang, Cathrine L., and Pervaiz K. Ahmed (2007), “Dynamic Capabilities: A Review and
Research Agenda”, International Journal of Management Reviews, 9 (1), 31-51.
  • Verhoef, Peter, C., and Peter S. H. Leeflang (2009), “Understanding the Marketing Department’s
Influence within the Firm”, Journal of Marketing, 73 (March), 14-37.
  • West, M. A. & Sacramento, C. A. (2006). Flourishing in teams: Developing Creativity and Innovation. In J. Henry (ed.) Creative management and development. 3rd edition. London: Sage.
  • Wind, Jerry, Yoram (2009), Rethinking marketing: Peter Drucker’s challenge, Journal of the Academy of Marketing Science, 37 (1), pp 28-34.
  • Zahra, Shaker A., Harry J. Sapienza, and Per Davidsson (2006), “Entrepreneurship and
Dynamic Capabilities: A Review, Model and Research Agenda,” Journal of Management Studies, 43 (4), 917-955.
Last updated on 04-07-2014