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2017/2018  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
Start time of the course 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
  • Innovation
  • Marketing
  • Strategy
Last updated on 01-09-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: 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:
Marketing, Creativity and Innovation:
Sub exam weight50%
Examination formWritten sit-in exam on CBS' computers
Individual or group examIndividual exam
Assignment typeWritten assignment
Duration4 hours
Grading scale7-step scale
Examiner(s)One internal examiner
Exam periodAutumn
AidsLimited aids, see the list below:
The student is allowed to bring
  • USB key for uploading of notes, books and compendiums in a non-executable format (no applications, application fragments, IT tools etc.)
  • Any calculator
  • Books (including translation dictionaries), compendiums and notes in paper format
The student will have access to
  • Access to CBSLearn
  • Access to the personal drive (S-drive) on CBS´ network
  • Advanced IT application package
At all written sit-in exams the student has access to the basic IT application package (Microsoft Office (minus Excel), digital pen and paper, 7-zip file manager, Adobe Acrobat, Texlive, VLC player, Windows Media Player). PLEASE NOTE: Students are not allowed to communicate with others during the exam : Read more about exam aids and IT application packages here
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.
Marketing, Creativity and Innovation:
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 examIndividual oral exam based on written group product
Number of people in the group2-4
Size of written productMax. 30 pages
Mellem 25 - 30 sider
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
AidsClosed book
Make-up exam/re-exam
Same examination form as the ordinary exam
Make-up/re-exam will take place in the Fall with a report submission deadline in October. If the student did not pass the regular exam, a new or a revised project, cf. advice from the examiner of the ordinary exam, must be handed in by the new deadline.
* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take. However the group product must be uploaded once again on Digital Exam.
* if a whole group fails the oral exam they must hand in a revised product for the re-take.
* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
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.
Feedback during the teaching period
There will be group feedback as well as feedback to individual students in connection with lectures and in project coaching sessions. Also the lecturers will have office hours.
Student workload
Lectures 33 hours
Readings and preparation for the exam 173 hours
Expected literature
  • Value Proposition Design: How to Create Products and Services Customers Want, 2014, Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith, Trish Papadakos, Wiley 
  • Blue Ocean Strategy, 2015, W Chan Kim and Renée Maubourgne, HBS Press
  • Strategic Innovation Management, 2014, Joe Tidd and John Bessant, Wiley
  • Strategy for Sustainability, a business manifesto, 2009, Adam Werbach, Harvard Business Press
  • Innovation and Entrepreneurship: A competency Framework, 2015, Charles H. Matthews, Ralph Brueggemann, Routledge


Plus a selection of articles in the field of marketing, innovation and creativity management:


Last updated on 01-09-2017