If you are looking for a master’s programme that will inspire and support you to get the needed insights and abilities in making you become a successful corporate entrepreneur and leader of projects dealing with product, service, brand or business model innovation – then SMC is the place for you!

A creative marketing approach to entrepreneurship and innovation management

The overall theme of the SMC programme concerns market creation by way of enacting a creative marketing approach to corporate entrepreneurship and innovation management. This means that the overall issue dealt with concerns companies’ commitment and abilities to realize new business opportunities - by creating new products, services, brands, processes or business models.

One implication of taking a creative marketing approach to corporate entrepreneurship and innovation management - is that the end-users of the firm’s market offering are given the prime attention and consideration. One expression of this is an emphasis on the co-creation construct and then in relation to both the design and the consumption of meaningful new experiences. Another implication is that we make use of methodologies and tools from the cognitive and psychological literature that deals with how managers and consumers can enhance their creative way of thinking and solving market problems. In addition to this, the SMC programme is preoccupied with addressing what will make the marketing function within a firm become an influential and strategic driver of innovation and of business development processes.

Read about the SMC book: Strategic Market Creation – a New Perspective on Marketing and Innovation management, (2008), editors: Karin Tollin and Antonella Carú, Wiley, Chichester.

Read about SMC students’ expectations and experiences!