Content, progress and pedagogy of the module

Innovation is about finding new solutions to problems and bring new products and services to market. This module introduces  students to marketing theories and concepts to improve their understanding and management of innovation within firms and markets.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• marketing theories and concepts related to entrepreneurship and innovation.
• the role of customer value and needs in innovation and entrepreneurship.
• theoretical and practical knowledge on how organizations can create superior customer value through digital transformation and digitalization.

Skills

The objective is that the student after the module possesses the necessary skills in:

• defining and explaining central aspects of marketing in relation to entrepreneurship and innovation.
• designing a marketing mix that creates value for customers.
• applying a marketing lens to understand and manage innovation and entrepreneurship within firms.

Competences

The objective is that the student after the module possesses the necessary competencies in:

• applying marketing theories, concepts, and expertise to understand central problems within innovation and entrepreneurship.
• proactive identification and exploitation of opportunities for acquiring and retaining customers through innovative approaches to value creation.
• applying a problembased approach to identifying customer needs and suggesting products or services that meet those needs.

Type of instruction

For information see § 17.

Exam

Exams