Course description for 2026/27
Marketing and Innovation Management
EK235E
Course description for 2026/27

Marketing and Innovation Management

EK235E
The course combines marketing and innovation management, and focus particularly on service and experience sectors. The following topics are in focus: Service- and experience economy, service- vs experience products, service- and experience deisgn, consumer perspectives/research, innovation (types, processes) and innovation management (approaches and methods such as lab/workshops, designthinking, network and cooperative, employeeinvolved, multi-leveled), value co-creation, sustainability, relational management and marketing, and other marketing topics like digital marketing and personas segmentation.
The course is open for studnts at the studt program Bacgelor in business and management, and Bachelor in international marketing/ marketing and management. Or similar.
Requires normal progression on the study program - 60 ECTS from the first year of study as well as 30 ECTS from the second year of study must be completed before the course can be taken.

After the course the students should fulfill the following learning goals:

Knowledge

Students should have:

  • knowledge and understanding about service- and experience economy and its factors and processes
  • knowledge about innovation, production and consume of service and experiences
  • knowledge about diemtions and tools for service- and experience design/innovation

Skills

Students should:

  • be able to contribute in the creation of service and experience products where the immaterial is central
  • show understanding of how customers actively can contribute in the co-creation of own and firms value
  • be able to use different tools/methods for design, innovation and marketing k

General competenece:

  • Increased ability to find and use relevant literature, and to present it orally and written.
Paid semester fee and syllabus literature. It is also required that students have a laptop at their disposal.
Elective course
Lectures (including guest lectures), firm visit and produkttesting (obligatory), evt also other experience events and smaller tasks in the class. A larger innovation project (with tasks linked to course topics during the semester, folder exam) combining theory and practice. Work with written assignment (POPP) being a literature pre-study for the bachelor thesis. Oral presentation of the plan for POPP.
The study programme is evaluated annually by students by way of course evaluation studies. These evaluations are included in the university's quality assurance system.

The sum consist of the following:

  • Obligatory task (1-3 students, oral presentation), pass/non-pass.
  • Portfolio exam (innovation case with three main parts each with subtasks) - group (3-4 students), counts 50/100. A-F
  • Oral - indiviudal exam, counts 50%100, A-F

A written version of the case report in the oral exam. Other tools for the oral exam might be informed about later. Generating an answer using ChatGPT or similar artificial intelligence and submitting it wholly or partially as one's own answer is considered cheating.

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A written version of the case report in the oral exam. Other tools for the oral exam might be informed about later.


Two bilingual paper dictionaries are allowed.

Simple calculator is allowed

Artificial intelligence may only be used in accordance with Nord University’s guidelines for the use of generative artificial intelligence (AI) in studies, unless otherwise specified in the course description.

Practical information and guidelines for the exam.

Basic topics within organizational management and marketing ought to have been passed.
Curriculum literature
Leganto
Course language
Norwegian
Credits
15
Study location
Bodø
Teaching semesters
Autumn 2026
Responsible faculty
Nord University Business School

Course coordinator

Employee photo: Olga Høegh-Guldberg
Associate Professor

Olga Høegh-Guldberg

olga.hoegh-guldberg@nord.no