The firm’s capability to build strong, customer driven relationships is critical for success in business landscapes characterized by service competition. The ability of the firm to adopt, implement and employ a genuine service based perspective is key in this respect. An in-depth understanding of value creation and a learning based organizational culture open up new opportunities for marketing in firms defining themselves as service and customer driven businesses. This course provides an in-depth understanding of models and concepts related to customer logic, value creation, learning and business models. We will also explore the changing role of the actors in the market context and the implications of this.

The teaching approach is based on learning in an interactive and constructive environment focusing on analysis and discussion of the course themes. The ability of the students to reflect and to stretch their mindsets will be enhanced.