NBD409 Value-creation by Design (not offered)

• Topics

  • Business model innovation.
  • Service innovation challenges at the firm level.
  • Service innovation management with a focus on value creation, based on service dominant logic (service logic).
  • Service design and design thinking as driver for innovation.
  • Customer Journey Mapping to identify various touch points for excellent customer experiences.
  • Commercial issues pertaining to adopting innovations, e.g. overcoming resistance to adopt.

• Learning outcome

  Knowledge - the candidate

  • Can apply a general understanding of service and service innovation and its role in creating value for customers.
  • Can apply knowledge of service innovation characteristics and service innovation challenges at the firm level seen through the eyes of customers, including business model innovation and service design thinking.

  Skills - the candidate

  • Is able to apply understanding from service innovation to the management of stimulating service innovations
  • Can apply design thinking, through exercises, in all stages of improving current services and developing new

  General competence - the candidate

  • Understands the fundamentals pertaining to customer value added
  • Sees design thinking as a natural part of value creation
  • Understands adoption processes and how to overcome resistance to adopt

• Teaching

  Regular lecturers, use of cases to illustrate the theory, and pratical hands-on exercises where active student participation is expected and encouraged.

• Recommended prerequisites

  An introduction to marketing or SOL2 Markedsføring course

• Credit reduction due to overlap

  MBM429

• Compulsory Activity

  None.

• Assessment

  Assessment is based on a group term paper and peer evaluation (max 5 students per group) that will be developed throughout the term and graded afterwards at the end of the course.

  The mark given to the group term paper will count 60% towards your final mark, whereas the peer evaluation will count 40%.

  You will have to have a passing mark in both the group term paper and in the peer evaluation, in the same semester.

• Grading Scale

  Grading scale A - F.

• Computer tools

  The course homepage on Canvas provides students with updates and messages.

• Literature

  Text book: "Competing Against Luck" Clayton M Christensen, Taddy Hall, Karen Dillon, and David S. Duncan, Harper Buisness, 2016.

  A collection of articles will be used.