Strategic Market Creation / Strategic Market Creation

The Academic Board of Business Administration, Odense
Teaching activity id: 9269401.
Teaching language: English.ECTS / weighting: 10 ECTS / 0.167 full-time equivalent.
Examination language: English.
Exam activity id: 9269402.Approved: 29-09-17.
Period: Spring 2018.
Grading: Internal grading.
Assessment: 7-point scale.
Offered in: Odense.
Subject director:
Associate Professor Tina Lundø Tranekjer, Department of Marketing & Management.

Prerequisites:
  • Prior experience with academic writing and academic work (identifying relevant academic articles, employing academic articles as part of theoretical and empirical foundation, referring to academic sources in a rigorous manner etc.)
  • Basic knowledge within Innovation Management

Purpose:
The purpose of the course is to develop a deep understanding of strategies and tactics to prepare and launch innovation, as well as to ensure their diffusion. A special focus lies on the understanding of the market potential of both incremental and radical innovations in competitive markets. As a basis for this, it is the objective of this course that students build knowledge and competencies on preparing an innovation for market launch. By this means, the course establishes an explicit link between the marketing literature and the literature on innovation management with a particular emphasis on new market creation and estimation methods of market potential. The course also enables students to develop skills to prepare the launch of an innovation through designing the right business model. Further, the course supports the student in developing skills to manage pre-launch and post launch phase (e.g., adoption process) of an innovation.

Content - Key areas:
The course focuses on the notion of strategic market creation for innovations, which  have already passed the first screening stages, from an innovation management and marketing perspective and identifies key points relevant for launching innovations. Building on theoretical foundations, the course presents and builds on the following themes:
  • Discontinuous innovation
  • Different types of strategic market creation e.g. entrepreneurship, corporate ventures.
  • Introduction of different types of innovation (Radical vs. incremental) on the market
  • Innovation forecasting and estimation of market potential
  • Business model management and business model innovation
  • Business case development and market launch
  • Adoption and diffusion processes of innovation
  • Barriers to successful commercialization


Goals description (SOLO taxonomy):
The aim is that students, after active participation in this course, can:
  • account for, evaluate, apply and compare theoretical frameworks presented in the course
  • apply theoretical frameworks to cases
  • understand and apply approaches to analyze challenges related to strategic market creation
  • conduct data analysis for market launches of new products and estimate the market potential of specific products or product categories
  • describe and analyze particular challenges and problems in cases using theoretical models and tools provided


Literature:
Examples:
The course draws on a mix of journal articles, book chapters, and cases. The reading list (approximately 550 pages) is announced at the beginning of the semester.

Time of classes:
Spring.

Scheduled classes:
1 x 4 hours every week (11 weeks).

Form of instruction:
Lectures, class discussions, project work, case work, student presentations and counseling.

The lectures are designed to create consistency and an overview of the subject. In this connection, group work is used to test and practice some of the taught methods and approaches. I
Further, cases and exercises are used as background for student to learn about new methods and tools, by having the possibility to apply them to different situation

The workload of the course:
Lectures: 44 hours.
Preparation of lectures: 110 hours.
Literature search: 15 hours.
Project work: 20 hours.
Preparation for exam: 81
In total: 270 hours.

Time of examination:
Ordinary examination in June.
Reexamination in August.

The form of the reexam is subject to change.

Registration for the course is automatically a registration for the ordinary examination in the course. Cancellation is not possible. If the student does not participate in the examination, the student will use an examination attempt.

Examination conditions:
None.

Form of examination for the certificate:
Group assignment and individual assignment.

Supplemental information for the form of examination:
The exam assignment consists of an individual assignment (60%) and a group assignment (40%) covering the above mentioned theoretical as well as the practical aspects of strategic market creation

(1) Individual assignment.
The students have to present and discuss a specific theoretical topic within the curriculum.
Weight: 60%.

Duration: Handed in June. Date for submission will appear from the examination plan.
Location: Home assignment.
Internet Access: Necessary.
Hand out: The course page in Blackboard.
Hand in: Via SDU-assignment in the course page in Blackboard.
Extent: Max. 5 standard (A4) pages (all inclusive)
Exam Aids: All exam aids allowed.
(2) Group assignment. The group assignment has to contain analysis, discussions and decisions within strategic market creation. The major evaluation criterion of this group assignment is the quality of the theoretical discussion and application of theories to practice. Weight: 40%.


Duration: Handed in June. Date for submission will appear from the examination plan.
Location: Home assignment.
Internet Access: Necessary.
Hand out: The course page in Blackboard.
Hand in: Via SDU-assignment in the course page in Blackboard.
Extent: Presentation of 10 – 18 slides
Exam Aids: All exam aids allowed.

The students must submit the group assignment in groups of 4 – 6 students Deviations may be granted by the teacher.. The presentation has to be developed within the group. There should be max. 6 students per group. The students must clearly indicate their individual contribution to the group work in the submitted group assignment.

The overall grade for the course is reached by adding together the two part grades. The part grades must not include the grade -3. The overall grade 02 cannot be achieved through rounding up. The part grade 00 cannot be improved if the overall grade 02 or above has been achieved.

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Re-exam in the same examination term: 

It is possible to improve an assignment not passed at the ordinary exam if the course is not passed.

If the grade for the exam was -3”, the re-exam will consist of a new assignment.

Programmes:
cand.merc. International Business and Marketing
2nd semester, mandatory. Offered in: Odense
cand.merc. Global Logistics and Supply Chain Management
All Semesters, elective subject. Offered in: Odense
cand.merc. Brand Management and Marketing Communication
All Semesters, elective subject. Offered in: Odense
cand.merc. Market Anthropology
All Semesters, elective subject. Offered in: Odense
cand.merc. Marketing, Globalization and Culture
All Semesters, elective subject. Offered in: Odense
cand.merc. Human Resource Management
All Semesters, elective subject. Offered in: Odense
cand.merc. Management of People
All Semesters, elective subject. Offered in: Odense
cand.merc. Strategy and Organization
All Semesters, elective subject. Offered in: Odense
cand.merc. Management of Innovation Processes
2nd semester, mandatory. Offered in: Odense