APPLIES TO ACADEMIC YEAR 2015/2016 Norwegian version

MRK 3633 Service and Innovation

Responsible for the course
Line Lervik-Olsen

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
In recent times we have witnessed a strong growth of online services. The reason is prevalence of Internet. In Norway, impressively 94% of the population is online, and small laptops, as tablets and smartphones. This provides the basis for entirely new services, but also for entirely new business models. We are experiencing rapid development where we must continually find new solutions to old problems, but also completely new solutions to new problems. The emergence of online services provides a basis for new solutions: innovation. In this course we are talking about improvement of established services such as renovation and development of new services such as innovation. The expanded concept of innovation contains elements related to the development of something new, as well as conditions by improving the services they already have. However, no innovation or renovation is successful without customers experiencing the new better than the old, and will take it into use. Here is the condition for the commercial success.

The first part of the course is about modern services and conditions for modern service industries and innovation. As analysis tool, we use the model for modern services and innovation. Here we strive to understand the heart of services in a physical and virtual context.

In the second part of the course we look at renovation and innovation in the moment of truth. We look at the various phases of innovation, such as developing ideas, innovation process, launch and renovation. We also look at various aspects of innovation, challenges these entail and how we can increase innovation success rate by focusing on value-based service innovation.

Learning outcome
Acquired Knowledge
Through this course the student will acquire knowledge of basic theories, methods and concepts of modern services and innovation. Students shall develop:

• Understanding of the challenges faced by marketing and management of modern service enterprises
• Knowledge of the challenges of leadership more physical versus virtual services provide
• Knowledge of the implications for employees, customers and management.
• Knowledge of how social media can be used in various forms of marketing in relation to both internal and external customers.
• Knowledge of core models and tools in service management and marketing, which are designed to deal with challenges when the primary objective is to create profitable service companies through successful service innovations.
• Understanding how best to facilitate the development of successful and value-based service innovations

• Be able to apply knowledge about service marketing and management on practical issues.
• Be able to select and apply appropriate analytical tools for identifying and responding to the challenges modern service firms face in general and in innovation in particular.
• Mastering tool that makes it possible to identify areas for development of value-based service innovations.

• The modern customer of service
• Model for modern intermediation
• Internal resources
• Moment of Truth
• External results
• The brand's role
• Modern services in a nutshell

• Innovation Phases
• Renovation
• Innovation
• Trend Spotting
• Valuable innovations
• Commercialization