MRK 3633 Service and Innovation
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. The course also covers various trends that help to control the innovation work. Sustainability, digitization and customization are among the trends the course addresses.
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
- Knowledge of how trends, such as digitization and sustainability, govern the innovation work.
During the course, the student will acquire the following skills:
- 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.
- Be able to reflect on how trends govern innovation work.
After the course the student should be able to convey information, theories, ideas, problems and solutions about own field both orally and in writing, through increasing the capacity for critical reflection on the central theories, models and issues in the field and through increased focus on ethical issues and social responsibility.
Part 1: SERVICE
- 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
Part 2: INNOVATION
- Innovation Phases
- Trend Spotting
- Valuable innovations
The course is conducted with a combination of lectures, group work, discussions and feedback on mandatory assignments. Joint feedback on the assignments will be given in plenary after each submission.
In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.
Various cases may be used during the semester. These are considered part of the curriculum and the student himself covers the expenses.
Higher Education Entrance Qualification
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.
This course is based on knowledge the students have acquired through other marketing courses during the course.
|Mandatory coursework||Courseworks given||Courseworks required||Comment coursework|
|Exam category||Weight||Invigilation||Duration||Support materials||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination every semester
|Form of assessment:||Written submission|
|Support materials:|| |
|Exam code:||MRK 36331|
|Resit:||Examination every semester|
Prepare for teaching
Student's own work with learning resources
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.