School of Economics and Management

BUSO31, Business Administration: From Consumer Insight to

Innovation, 7.5 credits
Företagsekonomi: Från konsumentinsikt till innovation, 7,5
högskolepoäng
Second Cycle / Avancerad nivå

Details of approval
The syllabus was approved by The Board of the Department of Business
Administration on 2019-03-25 to be valid from 2019-03-25, autumn semester 2019.

General Information
The course covers an area increasingly important to many companies, not least
international and global companies, namely the link between consumer studies and
innovation. Being able to increase innovation on the market is of greatest importance
to many companies, not least those working on consumer markets. While
internationalization and decreasing loyalty drive margins down, there is a need to
increase margins by being able to innovate. One important input into innovation
processes is consumer studies and as the media situation is changing, consumer
studies means more now than the traditional input via surveys etc. New media and
new methods have increased the number of ways to create and get access to relevant
consumer input to drive the innovation process. The need to actively involve users and
consumers in the innovation process and has increased, as has the demand for more
personalized products and services.

Language of instruction: English

Main field of studies Depth of study relative to the degree

requirements
Business Administration A1N, Second cycle, has only first-cycle
course/s as entry requirements

Learning outcomes
A passing grade on the course will be awarded to students who:

This is a translation of the course

syllabus approved in Swedish
 2/ 5

Knowledge and understanding

• Can account for and explain central models within the field of innovation studies
• Can account for and explain central models within at the intersection of consumer
studies and innovation
• Can account for the different challenges involved in consumer studies and the link
to innovation

Competence and skills

• Can apply relevant theories when dealing with practical problems within the area of
consumer studies and innovation
• Understand and explain the basic assumptions and views that the applied theories
are based upon.
• Have an ability to communicate in English on issues, debates and problems in the
field both orally and in writing.
• Can follow the development of the field of international marketing and innovation
through journal articles and research oriented books as well as the more popular
press.
• Can work both individually and as a member of a group with students from
different cultures in order to solve practical problems as well as manage a more
extensive project

Judgement and approach

• Can select and evaluate different theories in relation to specific practical problems
and situations

Course content
The course covers an area increasingly important to many companies, not least
international and global companies, namely the link between consumer studies and
innovation. Being able to increase innovation on the market is of greatest importance
to many companies, not least those working on consumer markets. While
internationalization and decreasing loyalty drive margins down, there is a need to
increase margins by being able to innovate. One important input into innovation
processes is consumer studies and as the media situation is changing, consumer
studies means more now than the traditional input via surveys etc. New media and
new methods have increased the number of ways to create and get access to relevant
consumer input to drive the innovation process. The need to actively involve users and
consumers in the innovation process and has increased, as has the demand for more
personalized products and services. The course intends to enhance students’ ability to
create consumer input as well as to understand how this input can be turned into
valuable innovations in terms of products, services, business models etc. The
implications of innovation on branding is also considered. The course adress the
following topics:
• The logic of innovation and its implications for competition
• Innovation processes in organisations
• Open innovation and consumer participation in innovation
• Market driven and driving innovation – demands on the organisation
• Value Innovation
• Understanding and using consumer trends for innovation
• Methods for consumer studies in innovation
This is a translation of the course
syllabus approved in Swedish
 3/ 5
• Breakthrough innovation – the role of consumer studies
• Strategies for branding innovations

Course design
Instruction is pursued primarily through lectures, guest lectures and case exercises in
groups.

Assessment
Instruction is pursued primarily through lectures, guest lectures and case exercises in
groups. The structure of the course and the basis of grading requires regular
attendance and continuous work with various assignments. Grading is carried out
continually on the basis of case exercises and a written exam.
Students who do not get a sufficient number of points to pass the course as a whole,
will get the possibility to do complementary assignments in order to pass the course.
The only available grades will then be pass or fail
The examiner, in consultation with Disability Support Services, may deviate from the
regular form of examination in order to provide a permanently disabled student with
a form of examination equivalent to that of a student without a disability.
Subcourses that are part of this course can be found in an appendix at the end of this
document.

Grades
Marking scale: Fail, E, D, C, B, A.
Grade (Definition) Points or % out of maximum points. Characteristic.
A (Excellent) 85-100. A distinguished result that is excellent with regard to theoretical
depth, practical relevance, analytical ability and independent thought.
B (Very good) 75-84. A very good result with regard to theoretical depth, practical
relevance, analytical ability and independent thought.
C (Good) 65-74. The result is of a good standard with regard to theoretical depth,
practical relevance, analytical ability and independent thought and lives up to
expectations.
D (Satisfactory) 55-64. The result is of a satisfactory standard with regard to
theoretical depth, practical relevance, analytical ability and independent thought.
E (Sufficient) 50-54. The result satisfies the minimum requirements with regard to
theoretical depth, practical relevance, analytical ability and independent thought, but
not more.
F (U) (Fail) 0-49. The result does not meet the minimum requirements with regard to
theoretical depth, practical relevance, analytical ability and independent thought.
Some occasional examination elements of the course may have the grading scale pass
(D) / fail U(F).
Plagiarism is considered to be a very serious academic offence. The University will take
disciplinary actions against any kind of attempted malpractice in examinations and
assessments. The penalty that may be imposed for this, and other improper practices
This is a translation of the course
syllabus approved in Swedish
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in examinations or assessments, includes suspension from the University for a specific
period of time.

Entry requirements
Students admitted to a Master Programme where this course is either a compulsory or
elective part, are qualified for the course. For other students, at least 60 UCP or ECTS-
cr in Business Administration is required. These must include a course in basic Business
Administration (e.g. FEKA90 Business Administration: Introductory course in Business
Administration).

This is a translation of the course

syllabus approved in Swedish
 5/ 5

Subcourses in BUSO31, Business Administration: From Consumer Insight

to Innovation

Applies from H20

2001 Case examination, 5,0 hp

Grading scale: Fail, Pass
2002 Written examination, 2,5 hp
Grading scale: Fail, Pass

Applies from H19

1901 Case examination, 5,0 hp

Grading scale: Fail, E, D, C, B, A
1902 Written examination, 2,5 hp
Grading scale: Fail, E, D, C, B, A

This is a translation of the course

syllabus approved in Swedish