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2019/2020  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 28-06-2019

Relevant links
Learning objectives
  •  Acquire insight into how companies can integrate marketing and sales strategies more strategically in the organization to improve the success of newly developed products throughout the innovation process.
  •  Identify and analyse the process of value co-creation during the different stages of the innovation process taking into account the role of the company, the role of the customer and the role of the frontline employee.
  •  Acquire knowledge about how the organizational frontline (i.e., marketers, salespersons, and service employees) can use the customer dialogue to effectively communicate and present the value of innovations to customers.
  •  Identify and analyse how companies can use digital data and digital channels to (co-)create customer value during the different stages of the innovation process
  •  Apply key 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.
  •  Follow the academic conventions in your written presentation.
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved: 1
Compulsory home assignments
The student must get 1 out of 2 assignments/activities approved in order to attend the ordinary exam.

1. Weekly quiz: Every week a mandatory multiple-choice test is administered. The purpose of the test is to provide students with an overview of which topics they master and which not. More specifically, the multiple-choice test examines students’ capabilities with respect to (i) knowledge, (ii) comprehension, (iii) application, and (iv) problem solving for the topics covered in the course. This helps students to better prepare for the final exam.

2. Mock exam: At the end of the course a mandatory mock exam is administered. The purpose of the test is to provide students with (i) information about the form and function of the final examination and (ii) an overview of which topics they master and which not. This helps students to better prepare for the final exam.

Students will not have extra opportunities to get the required number of compulsory activities approved prior to the ordinary exam. If a student has not received approval of the required number of compulsory activities or has been ill, the student cannot participate in the ordinary exam.
If a student prior to the retake is still missing approval for the required number of compulsory activities and meets the pre-conditions set out in the program regulations, an extra assignment is possible.
The extra assignment is a 10 page home assignment that will cover the required number of compulsory activities. If approved, the student will be able to attend retake.
Examination
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. 15 pages
Assignment type Case based assignment
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

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 at (1) Acquiring insight into how companies can integrate marketing and sales strategies more strategically in the organization to improve the success of newly developed products throughout the innovation process, (2) identifying and analyzing the process of value co-creation during the different stages of the innovation process taking into account the role of the company, the role of the customer and the role of the frontline employee, (3) acquiring knowledge about how the organizational frontline (i.e., marketers, salespersons, and service employees) can use the customer dialogue effectively communicate and present the value of innovations to customers, and (4) Identifying and analyzing how companies can use digital data and digital channels to (co-)create customer value during the different stages of the innovation process

 

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

 
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 28-06-2019