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

ItsLearning and email

Teaching methods

Lectures
Group work
Independent work

International connections

Innovation Pedagogy

Completion alternatives

All materials available in ItsLearning

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. Seven lectures (1.2025 - 4.2025).
1. Creativity tools and innovation
2. Using AI for innovations
3. Content production and marketing with AI
4. Innovativeness and product development
5. Sources of innovations
6. Innovative business development and strategy
7. Course wrap up and project presentations

Further information

Group work 20%

Weekly assignments 30%

Final project 50%

Evaluation scale

H-5

Assessment criteria, fail (0)

The student has shown a very limited understanding of creativity and innovation tools in a marketing context. The student has not demonstrated the ability to utilize different sources of innovation to detect and exploit opportunities. The student has been unable to analyze or describe how innovative firms are changing the business environment. The student has not been able to explain the importance of product/service development or the people and factors involved in the development work. The content produced by the student is not usable.

Assessment criteria, satisfactory (1-2)

The student has demonstrated a limited understanding of creativity and innovation tools in a marketing context. The student shows some ability to utilize different sources of innovation to detect and exploit opportunities. The student has demonstrated limited ability to analyze and describe how innovative firms are changing the business environment. The student is able to explain the importance of product/service development and the people and factors involved in the development work to some extent. The content produced by the student is mostly usable.

Assessment criteria, good (3-4)

The student has demonstrated knowledge and understanding of creativity and innovation tools in a marketing context. The student demonstrates the ability to utilize different sources of innovation to detect and exploit opportunities to some extent. The student shows the ability to analyze and describe how innovative firms are changing the business environment. The student can explain the importance of product/service development and the people and factors involved in the development work. The student is able to communicate their ideas to others in a clear and professional manner. The content produced by the student is mostly logical and well-planned.

Assessment criteria, excellent (5)

The student has demonstrated a high level of knowledge and understanding of creativity and innovation tools in a marketing context. The student demonstrates the ability to effectively utilize different sources of innovation to detect and exploit opportunities. The student shows a very good ability to analyze and describe how innovative firms are changing the business environment. The student can clearly explain the importance of product/service development and the people and factors involved in the development work. The student is able to communicate their ideas to others in a clear and professional manner. Most of the content produced by the student is logical and well-designed.