• Describe, discuss, and relate the various marketing concepts, models, and theories, ranging from marketing research, segmentation, positioning, branding, (service) product innovation, integrated communications, personal selling, USP, value proposition, promotion, pricing, and retail/distribution. (Especially Module 1).
• Identify and analyze the process of value creation in market and sales activities taking into account the customer perspective. (Especially Module 2)
• Acquire insight into how nowadays’ creative companies can use and integrate marketing and creative processes making use of digitalization (Especially Module 3)
• Analyze the differences needed between traditional and creative industry sectors with emphasis on settings characterized by high levels of complexity and competition.(All modules)
• Apply these marketing, branding, 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. (Especially Marketing & Sales Game)

The course the course emphasizes the role of creative processes in the marketing, branding and sales activities that work in concert with other (business) functions such as, product/service innovation, production, selling, and service delivery. The focus is on creative processes and value creation as a way to illustrate that marketing and selling stand for more than just a set of functions, managerial strategies, models and techniques. Rather nowadays’ marketing, branding, and sales practice concerns a dynamic, integrative, and interactive process, where 1) digitalization has become an essential aspect and 2) where the process of creativity is critical to effective value creation and optimally address market and customer needs

This course will introduce the key marketing activities in nowadays’ digitalized environments, in which customers take active part in the process of creativity and value creation. The focus will be on marketing and sales in different fields in creative industries. This course will provide students with an understanding of key marketing and sales concepts, models, and theories with focus on the process of creativity and value creation in interaction with the customer.

Due to the coronacrisis, a substantial part of the teaching will take place online.

(Note that the list still can change. An updated course reading list will be provided briefly before the start of the course)

                                                       INTRO

Hennig-Thurau, T., M.B. Houston (2019). Entertainment Science: Data Analytics and Practical Theory for Movies, Games, Books, and Music. Springer International Publishing AG. [parts of Chapter 3: ‘Why Entertainment Products are Unique: Key Characteristics’ pp 59-62, pp 76-85, pp 98-105

Percy, L. and R. Rosenbaum-Elliott (2012). Strategic Advertising Management. Oxford UK: Oxford University Press). [Chapter 6: Selecting the Target Audience]

Moncrief, William C, Greg W. Marshall (2005). The evolution of the seven steps of selling. Industrial Marketing Management, 34, 13 – 22.

Additional literature suggestions:

Schmidt, G. and B. Van der Rhee (2014). How to position your innovation in the marketplace. Harvard Business Review. 16-20

                                                        MODULE 1

Hennig-Thurau, T., M.B. Houston (2019). Entertainment Science: Data Analytics and Practical Theory for Movies, Games, Books, and Music. Springer International Publishing AG. [first part of Chapter 10: ‘Entertainment Product Decisions: Episode 4: How to Develop New Successful Entertainment Products.] pp 463-497

Ernst, H, Hoyer, W. D., and Rübsaamen, C. (2010), Sales, Marketing, and Research-and-Development Cooperation across New Product Development Stages: Implications for Success, Journal of Marketing, 74, 5, 80-92

Burroughs, J.E., D.W. Dahl, C. P. Moreau, A. Chattopadhyay, & G.J. Gorn (2011) Facilitating and Rewarding Creativity During New Product Development. Journal of Marketing, 75 (July), 53–67

Perry-Smith, Jill, E. and Christina E. Shalley (2003) The social side of creativity: A static and dynamic social network perspective. Academy of Management Review, . 28, No. 1, 89-106.

Additional literature suggestions:
Godart, F.C., W.W. Maddux, A. V. Shipilov, and A.D. Galinsky  (2015) Fashion with a foreign flair: Professional experiences abroad facilitate the creative innovations of organizations. Academy of Management Journal, 58(1), 195-220.

Fuchs, C., E. Prandelli, M. Schreier, & D. W. Dahl (2013). All That Is Users Might Not Be Gold: How Labeling Products as User Designed Backfires in the Context of Luxury Fashion Brands. Journal of Marketing. Vol. 77 (September 2013), 75 –91

Amabile, T. M. 1996. Creativity in context: Update to the social psychology of creativity. Boulder, CO: Westview.

Zhou, J., & Shalley, C. E. (2003). Research on employee creativity: A critical review and directions for future research. In J. J. Martocchio & G. R. Ferris (Eds.), Research in personnel and human resources management, Vol. 22, pp. 165–217

                                                       MODULE 2

Hennig-Thurau, T., M.B. Houston (2019). Entertainment Science: Data Analytics and Practical Theory for Movies, Games, Books, and Music. Springer International Publishing AG. [first part of Chapter 5: ‘Creating Value, Making Money: Essential Business Models of Entertainment Products’] pp. 151-176

Füller, J., K. Hutter, & R. Faullant (2011). Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R&D Management, 41(3), 259-273.

Amabile, Theresa & Steven Kramer (2011). The Power of Small Wins. Harvard Business Review (May), 70-80.

Video: https:// www.youtube.com/​watch?v=XD6N8bsjOEE

Additional literature suggestions:

Grönroos, Christian & Päivi Voima (2013). Critical Service Logic: Making Sense of Value Creation and Co-Creation. Journal of the Academy of Marketing Science.

(41) 133–150.

Füller, J. & Matzler, K. (2007). Virtual product experience and customer participation—A chance for customer-centred, really new products, Technovation, 27, 378-387.

Shambaugh, Rebecca (2019) How to Unlock Your Team’s Creativity. Harvard Business Review (January)

https:/​/​www.theguardian.com/​education/​2018/​dec/​20/​future-graduates-will-need-creativity-and-empathy-not-just-technical-skills

https:/​/​www.mckinsey.com/​business-functions/​mckinsey-digital/​our-insights/​creativitys-bottom-line-how-winning-companies-turn-creativity-into-business-value-and-growth

                                                        MODULE 3

Perren, Rebecca, and Robert V. Kozinets (2018) Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy. Journal of Marketing.Vol. 82 (January), 20–36

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.

Boudreau, K.J. and K.R. Lakhani (2013). Using the crowd as innovation partner. Harvard Business Review (April) 60-69.

Additional literature:

Batra, R. & K.L. Keller (2016) Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80 (November), 122–145

Huang, Ming-Hui, and Roland Rust (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), 155-172.

Liu, X. S. W. Shi, Th. Teixeira, & M. Wedel (2018) Video Content Marketing: The Making of Clips. Journal of Marketing, 82 (July), 86–101

Li ,Jingjin, Ahmed Abbasi, Amar Cheema, and Linda B. Abraham (2020). Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases. Journal of Marketing, 84(4) 127-146