MSc in Economics and Business Administration in Sales Management
Creating Innovation and Customer Value
About the course
What you will learn
- Acquire insight into how companies can integrate marketing and sales strategies more strategically in the organization to improve the success of newly developed products throughout the innovation process.
- Identify and analyse the process of value co-creation during the different stages of the innovation process taking into account the role of the company, the role of the customer and the role of the frontline employee.
- Acquire knowledge about how the organizational frontline (i.e., marketers, salespersons, and service employees) can use the customer dialogue to effectively communicate and present the value of innovations to customers.
- Identify and analyse how companies can use digital data and digital channels to (co-)create customer value during the different stages of the innovation process
- Apply key marketing and sales concepts, models, and theories, singly or combined to fit a concrete case situation under study and critically assess the value and relevance of the concepts, models, and theories presented throughout the course in relation to their practical application in a relevant case.
- Follow the academic conventions in your written presentation.