Table of contents

The course is connected to the following study programs

Teaching language

English

Recommended previous knowledge

MF-403 Market Insight and Decision Making

Learning outcomes

On completion of the course, the students should:

  • have advanced knowledge about the concept of value and customers’ value creation processes.
  • be able to analyse and apply models and theories of value creation to real-world business cases, particularly in a B2B context.
  • be able to examine factors influencing market evolution, including technological advancements, regulatory changes, and shifts in consumer behaviour.
  • be able to develop strategies for implementing innovative solutions in real-world business contexts, ensuring alignment with organizational goals and market demands.

Contents

Creating customer value is at the core of marketing. Value creation lays the foundation for market innovations driven by the need to create additional value for customers, for instance through new products, improved services, or enhanced experiences. This course focuses on the dynamics of creating value and driving innovation within markets, acknowledging the active role of customers in value creation, particularly in the B2B context. The course equips students with the theoretical frameworks and practical tools necessary to identify, develop, and capitalize on opportunities for value creation in both established and emerging markets. The course introduces students to the basic concepts of value and value co-creation, customer engagement and relationships, as well as customer journey.

Teaching and learning methods

The course is designed to be interactive and requires reading assigned materials in advance of class. The set of lectures will introduce the main topics and provide an overview of the theoretical perspectives. Real-world cases will be presented and discussed. The students will also work on a group project. Estimated workload is approximately 200 hours.

Examination requirements

Oral group presentation and working as an opponent for other student groups’ work must be approved in order to be eligible for the exam. More information will be given in Canvas.

Examinations

The examination is composed of two parts:

  • Four-hour individual written examination under supervision, that counts for 50% of the grade.
  • Written group project, that counts for 50% of the grade. The grade is given to the group as a whole.

Assessment expression: letter grades, A-F. More information will be provided in Canvas.

Student evaluation

The person responsible for the course decides, in cooperation with the student representative, the form of student evaluation and whether the course is to have a midway or end of course evaluation in accordance with the quality system for education, chapter 4.1.

Offered as a free-standing course

No
Last updated from FS (Felles studentsystem) Oct. 15, 2026 3:16:19 PM