Study Guide

Objective

Having completed the course, the student
- is able to apply creativity and innovation tools in marketing context
- can use different sources of innovation (internal and external) to detect and exploit opportunities
- can analyze and describe how innovative firms are changing business reality
- is able to explain the importance of product/service development and the people and factors involved in the development work.

Content

Creativity tools and idea management
Innovativeness and product /service development
Sources of innovation and innovativeness
Success and diffusion of innovations
Open innovation

Materials

All materials available in ItsLearning

Teaching methods

Lectures
Group work
Independent work

International connections

Innovation Pedagogy

Student workload

Contact lectures, workshops and preparation for classes: 40h.
Self-study and online assignments: 60h
Group work: 35h.

Content scheduling

Course introduction and key concepts
12.1. 12:00-15:00 Introduction to ChatGPT
18.1. 12:00-15:00 Strengths, weaknesses, risks and opportunities of AI
25.1. 12:00-15:00 Content production with AI
2.2. 12:00-15:00 Marketing with AI
8.2. 12:00-15:00 Search engine and AI
15.2. 12:00-15:00 Business development and strategy
7.3. 12:00-15:00 Course wrap and project presentations

Further information

ItsLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Group work 20%
Weekly assignments 30%
Final project 50%

Assessment criteria, fail (0)

The student has shown a very limited understanding of the potential and limitations of AI. The student has not demonstrated the ability to apply their knowledge and understanding of AI to business. The student has demonstrated a very limited ability to understand relevant information to make decisions about the selection of AI tools. The student is unable to communicate their ideas to others using the tools. The content produced by the AI tools is not usable.

Assessment criteria, satisfactory (1-2)

The student has demonstrated a limited understanding of the potential and limitations of AI. The student demonstrates some ability to apply their knowledge and understanding of AI to business. The student has demonstrated limited ability to understand relevant information to make decisions about the choice of AI tools. Students is able to communicate their ideas to others using the tools. The content produced using AI tools is mostly usable.

Assessment criteria, good (3-4)

The student has demonstrated knowledge and understanding of the potential and limitations of AI. The student demonstrates the ability to apply their knowledge and understanding of AI to some extent to business development. The student will demonstrate the ability to gather and interpret relevant information to make judgements involving reflection on what is required for the tasks. Students will be able to communicate their ideas to others in a clear and professional manner. The content produced using AI tools are mostly logical and planned.

Assessment criteria, excellent (5)

The student has demonstrated a high level of knowledge and understanding of the potential and limitations of AI. The student demonstrates the ability to apply their knowledge and understanding of AI to business development. The student demonstrates a very good ability to gather and interpret relevant information to make judgements that include reflection on what is required in the tasks. The student will be able to communicate their ideas to others in a clear and professional manner. Most of the content produced by AI is logical and well designed.