MSB111 Customer Centric Innovation

Contents and structure

This course aims to advance students to the consumer-centric approach in the field of innovation. Customer-centric is a strategy and a culture of doing business that focuses on creating the best experience for the customer, and by doing so builds brand loyalty. Customer-centric businesses ensure that the customer is at the center of a business's philosophy, operations, or ideas. Bearing in mind that successful innovation starts with understanding customer needs and ends with a delighted customer, this course aims to develop a holistic understanding of customers’ role in developing successful innovations and how to capture and utilize customer information to create successful innovations.

Learning Outcome

Knowledge

Upon completion of the course, the student:

• has advanced knowledge of consumer-centric approach in current business environment.
• has advanced knowledge of factors that promote and hamper consumer-centric innovation within organizations.
• can apply knowledge to new areas within academic fields related to consumer-centric innovation.
• can analyze academic problems in the consumer-centric innovation fields based on the distinctive characteristics and place in society and organizations.

Skills

Upon completion of the course, the student can:

• analyze and deal critically with various sources of information and use them to structure and formulate scholarly arguments within the field of consumer-centric innovation and in particular on how to build strong innovation milieu.
• analyze existing theories, methods and interpretations in innovation and work independently on practical and theoretical problems related to building an innovation milieu.

General Competence

Upon completion of the course, the student can:

• communicate extensive independent work and master language and terminology of the consumer-centric innovation field.
• communicate, analyze, and conclude academic issues in innovation, and innovative milieus to specialists and the general public.

Entry requirements

MSB102 Innovation Theory and Practice

Recommended previous knowledge

MSB101 Marketing Theory and Practice

MSB103 Consumer Behavior

Teaching methods

Seminars and lectures

Compulsory learning activities

One written group assignment

Assessment

Individual oral exam in english, 30 minutes including feedback from the committee.

Grading scale A-F.

Examination support material

None

More about examination support material