• 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.

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

Content

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