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2018/2019  KAN-CCUSO1001U  Creating Innovation and Customer Value

English Title
Creating Innovation and Customer Value

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Ad de Jong - Department of Marketing (Marketing)
Main academic disciplines
  • Innovation
  • Marketing
Teaching methods
  • Blended learning
Last updated on 20-11-2018

Relevant links

Learning objectives
  • Be able to select, explain and apply relevant key terms, definitions, concepts, theories and models covered in the course to understand and describe marketing and sales functions in the context of creating and commercializing innovations.
  • Be able to analyze and describe how companies can effectively drive the integration of marketing and sales functions departments more strategically in an organization as well their alignment with other company functions, such as Finance, R&D, Production, Procurement, Omnichannel Management in the context of creating and commercializing innovations.
  • Have acquired insight into how companies can use and integrate different data-rich environments to stimulate innovations
  • Understand how to translate the corporate strategy into marketing and sales activities and go-to-market strategies when commercializing innovations.
  • Acquired insight into the importance of customer dialogue in the organizational frontline (i.e., marketing, sales, and service) to develop value propositions for product innovations and create customer value, satisfaction, and loyalty.
  • Follow the academic conventions in your written presentation.
  • Apply these marketing and sales concepts, models, and theories, singly or combined to fit a concrete case situation under study and critically assess the value and relevance of the concepts, models, and theories presented throughout the course in relation to their practical application in a relevant case.
Creating Innovation and Customer Value:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam
Please note the rules in the Programme Regulations about identification of individual contributions.
Number of people in the group 2-3
Size of written product Max. 20 pages
Assignment type Case based assignment
Duration 72 hours to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Aim of the course
The aim of the course is to gain an understanding of how marketing and sales functions can serve as essential drivers to company’s commercial success on product innovations.

More concretely, the course aims (1) students to provide insight into how essential company strategic aspects, including the integration of marketing and sales functions and their alignment with other company functions (.e.g, Finance, R&D, Production, Procurement, Omnichannel Management) in nowadays’ data rich environment can help create customer value for innovations and (2) to provide students a basis for understanding how employees that operate organizational frontline functions (marketing, sales and service) can use  the dialogue with customer to create customer value for product innovations




This course zooms in on the role of Marketing and sales functions when creating and commercializing innovations specifically.


The course highlights the important role of company’s strategic management in driving, integrating and aligning marketing and sales functions to successfully creating innovations and customer value for these innovations.


The course puts emphasis on how the employees that operate in the organizational frontline (marketers, salespersons, service employees) and how they can help to build the dialogue with the customer and create customer value for pro duct innovations

Description of the teaching methods
This course is delivered in a blended learning format. That is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful learning environment for students, which we intend to use to its fullest potential. The course consists of online lectures and materials, online activities (e.g. online discussion forum, and/or peer graded assignments), and on-campus group work and in-class discussion. The class is highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
In-class discussions about exam-related questions, peer review of test exam questions
Student workload
Teaching 33 hours
Preparation 123 hours
Exam 50 hours
Last updated on 20-11-2018