Study Guide

Objective

The student can describe the role of innovation in the success of a firm. The student can analyse the earnings logic of a firm as well as the benefits experienced and costs incurrent by the customer through the firm's offering. The student can look for new ways to increase customers' total benefit, i.e. produce ideas new products, services and operations models grounded on the analysis. The student can also assess alternative ways of creating value for a chosen target group, i.e. can evaluate critically the profitability of potential innovations. The student can act as member of a learning group and can assess his/her capabilities as well as those of others.

Content

- Innovations as a part of business
- Analysing the offering of a firm
- Analysing competing offerings
- Role of pricing in customer value
- Service dominant logic as basis of customer value

Qualifications

Professional studies common to the degree programme

Assessment criteria, satisfactory (1)

The student describes the role of innovation in a firm?s success on basic level. The student analyses the earnings logic of a firm and customer benefits/costs satisfactorily. The student produces, based on analyses, some reasonably grounded ideas for new products/services/operations models. The student also finds an alternative means of providing customer value for a target group from the chosen perspective and can satisfactorily compare the alternatives. The student acts as a member of a learning group and assesses his/her capabilities as well as those of others.

Assessment criteria, good (3)

The student describes the role of innovation in a firm?s success comprehensively and using examples. The student analyses the earnings logic of a firm and customer benefits/costs thoroughly and fairly logically. The student produces, based on analyses, some well-grounded ideas for new products/services/operations models. The student also finds multiple alternative means of providing customer value for a target group from the chosen perspective and shows good judgement in comparing the alternatives. The student acts constructively as a member of a learning group and assesses his/her capabilities as well as those of others constructively.

Assessment criteria, excellent (5)

The student describes the role of innovation in a firm?s success comprehensively and using examples. The student analyses the earnings logic of a firm and customer benefits/costs thoroughly and with critical judgement. The student produces, based on analyses, several very well grounded and workable ideas for new products/services/operations models. The student also finds multiple alternative means of providing customer value for a target group from the chosen perspective and shows good judgement in comparing the alternatives, providing reasoned grounds for the comparisons. The student acts constructively as a member of a learning group and assesses his/her capabilities as well as those of others constructively.

Materials

To be announced by lecturer.