Designing value propositions (5cr)

Objective

You can design a unique value proposition and know how to deliver it.

You understand the elements of a value proposition.

You understand the importance of a holistic corporate level value propositions.

You learn how to map your value propositions to the future needs of the customer

Content

Why is it important to create a unique value proposition?

How to make a value proposition?

What are the elements of a unique value proposition?

How to see the business opportunities, and create value props that fulfill the future customer needs?

How to make holistic value props, by combining products, services and the brand?

Evaluation

You can pitch your future business idea, based on solid value props.

You can describe the value which your new business idea delivers to customers and society.

You are able to find the right, value based (not product / service based) argument to promote your idea.

You can identify the right target group for your offering. Based on the value it delivers.

Course material

From XAMK library:
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2022). Marketing: Real people, real choices (Eleventh edition. Global edition.). Pearson.

Academic studies:
https://intellectdiscover.com/content/journals/10.1386/dbs.5.1.59_1?crawler=true

Other books:
https://books.google.fi/books?hl=fi&lr=&id=r2yCRUxo0EYC&oi=fnd&pg=PT10&dq=simon+sinek+value+proposition&ots=gdLm_0d_48&sig=RwyKS1cEC80lr787qQbMWkB9bic&redir_esc=y#v=onepage&q=simon%20sinek%20value%20proposition&f=false

Articles:
https://www.sitra.fi/en/topics/megatrends/

Study forms and methods

Online lecturing and workshops.
Personal online mentoring.

RDI and work-related cooperation

The course topics and learning tasks are related to RDI. The course aims at developing students' individual and group innovation competences.
There will be RDI project task(s) that are to be completed by the given deadlines.
The course is based on the international framework of innovation and innovation competences. RDI cooperation will be made at the international level.
International guest experts are expected.

Timing of exams and assignments

Exercises:

21.6.2023 - 24.7.2023 'Value on 'What?' ( exercise 1 )
26.7 - 21.8.2023 'Value on How and Why?' ( exercise 2 )

Last date for returning the exercises: 15.12.2023

Student workload

5 ECTS is equivalent to 135 hours of student work. The course will include both individual work and group work.

Course part description

19 - 21.6.2023 Designing Value Proposition intro. Module on 'Why?'
24 - 26.7.2023 Module on 'How?'
21 – 23.8.2023 Module on 'What?' Closing DVP course.

Further information

Key questions:

Why is it important to create a unique value proposition?
How to make a value proposition?
What are the elements of a unique value proposition?
How to see the business opportunities, and create value props that fulfill the future customer needs?
How to make holistic value props, by combining products, services and the brand?

Evaluation scale

1-5

Assessment methods and criteria

•The course will be assessed on a 1-5 scale, where 1 is "fair“, 2 – “satisfactory”, 3 – “good”, 4 – “very good”, 5 – “excellent”
•No exams, no tests.
•The course overall assessment (100%) is based on

–Course tasks: 50% of the final grade including a group course task and an individual course task
–Module task: 50% of the final grade

•A group course task will include collaboration in mini-groups. Focus on Strategic Business Insights.
•An individual course task will be completed individually by each participating student. This task is explained in more details during the learning sessions..

•In order to pass the course, all course parts should be completed.