MRK 3634 Design Driven Innovation

MRK 3634 Design Driven Innovation

Course code: 
MRK 3634
Course coordinator: 
Nina Veflen
Course name in Norwegian: 
Designdrevet innovasjon
Product category: 
Bachelor of Marketing Management - Programme Courses
2024 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Truly innovative, disruptive technologies and processes that deviate from the past will be needed for creating innovations that will address the world’s problems. At the heart of the innovation process lies the understanding of customer needs, both current needs as well as future needs. By creating products that meet customer needs, companies can create products that customers love to use, rather than use out of necessity. Such emotional resonance is needed when creating disruptive innovations that deviate from the past.

The course introduces students top the principles of design-driven innovation, with the purpose of introducing design thinking and other practically orientated frameworks of innovation that enables the creation of successful new products. Using the user-centered design process, students will learn how to get deep understanding of user’s needs and emotions. Participants will practice various research methods and tools, including observational research, needs list, personas, and storyboards. With these tools, students will be able to create innovations that communicate empathy and resonate with customers on an emotional level. Students will learn and practice the design-driven design process through a series of lectures and hands-on exercises.

Learning outcomes - Knowledge

After completing the course students will be able to:

• explain core concepts related to design-driven innovation
• describe the different steps involved in the design-driven innovation process 
• utilize the tools involved in a design-driven innovation process

Learning outcomes - Skills

After completing the course students will be able to:

• plan, initiate and analyze design-driven innovation projects
• optimize the new product development process to better meet customer needs
• evaluate the outcomes of a design-driven innovation project

General Competence

After completing the course students will be able to:

  • resonate with customers with the use of empathy
  • collaborate with others for improving the success of a new product development process
  • actively present acquired knowledge and experiences
Course content

The students will be involved in the different stages of the innovation development process and work on an innovation project of their choice during the course. The course consists of lectures, video material, and practical seminars. 

Teaching and learning activities

The course is carried out as class teaching, discussion assignments and workshops with practical exercises.


Where the course is delivered as an online course, the lecturer will, in collaboration with the study administration, arrange an appropriate combination of digital learning resources and activities. These activities will correspond to the stated number of teaching hours delivered on campus. Online students are also offered a study guide that will provide an overview of the course and contribute to course progression. The total time students are expected to spend completing the course also applies to online studies.

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge

No specific prerequisites are required.

Exam category: 
Form of assessment: 
Submission PDF
Exam/hand-in semester: 
First Semester
Group (4 - 6)
1 Semester(s)
All exams must be passed to obtain a final grade in the course.
Exam code: 
MRK 36341
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
Total weight: 
Student workload
12 Hour(s)
Seminar groups
18 Hour(s)
Prepare for teaching
60 Hour(s)
Group work / Assignments
95 Hour(s)
Feedback activities and counselling
10 Hour(s)
Digital resources
  • Interactive video
  • Test with automatic feedback
5 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.