Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- External
- Attendance mode
- Online
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Value creation is at the core of all businesses and organisational stakeholders. This course explores different conceptualisations of value, how it is created and how the view of value has changed. Taking a service dominant logic perspective, this course explores the importance of taking a view of value that involves multiple actors in the co-creation of value and the practical implications of this for organisations, customers, suppliers and partners. The course develops leaders to implement the key elements of value co-creation in their organisation – viewing the customer as a resource integrator, emphasising the importance of the service ecosystem and mapping the service ecosystem.
Building on your existing experience in service organisations, this course will deepen your appreciation of partnering with multiple stakeholders, including customers, to cocreate value. Drawn from Service-Dominant Logic you will develop knowledge about the fundamental principles of value creation based on integrating resources across multiple stakeholders, in a range of service industries and contexts. You will critically evaluate a range of evidence-based strategies used by service managers and consider specific tactics for your own service context.
Course contact
Course staff
Lecturer
Timetable
Additional timetable information
Please note, there is no timetable scheduled for this course, and all other courses within the Master of Leadership in Innovation. For more information, please refer to the Blackboard course site.
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Aims and outcomes
This course aims to increase your appreciation for the importance of partnering with multiple stakeholders – particularly customers – to cocreate value. Taking a Service-Dominant Logic perspective, you will explore the foundations of customer centredﾠapproaches to value creation through the use of evidence-based examples drawn from a range of service industries.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Critically evaluate the importance of Service-Dominant Logic in an organisational context.
LO2.
Develop evidence-based strategies from the Service-Dominant Logic to cocreate value in practice.
LO3.
Demonstrate personal leadership capabilities to overcome barriers and promote value cocreation.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Essay/ Critique | Critical Analysis Essay | 30% |
30/08/2024 3:00 pm |
| Paper/ Report/ Annotation | Strategic Plan | 35% |
18/10/2024 3:00 pm |
| Presentation | Pitch | 35% |
13/11/2024 3:00 pm |
Assessment details
Critical Analysis Essay
- Mode
- Written
- Category
- Essay/ Critique
- Weight
- 30%
- Due date
30/08/2024 3:00 pm
- Learning outcomes
- L01
Task description
It is claimed that “value creation is the next strategic competitive advantage for organisations”. Using the readings for this course, discuss: What is value creation and how is value cocreated in practice?
To demonstrate your argument, apply your analysis to your own service firm (or a service firm of your choosing) in terms of how multiple stakeholders can integrate resources across the various levels of that firms’ specific service ecosystem (micro, meso and macro) to cocreate value with customers and other stakeholders. Be specific providing examples to illustrate.
The purpose of this assessment is not only to demonstrate your understanding of value cocreation as one of the underlying concepts to the program, but also to assess your ability to write academically (including the use of references), which will be a core skill developed and assessed over the program.
The recommended length of this assessment is 1,500 - 2,000 words.
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
Submit your written assessment piece, with references, to Turnitin, by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Strategic Plan
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 35%
- Due date
18/10/2024 3:00 pm
- Learning outcomes
- L01, L02
Task description
For your own organisation or an aspirational organisation of your choosing, imagine that you have been tasked with implementing value cocreation.
Using the principles of Service-Dominant Logic covered in this course, develop a Strategic Plan detailing the overall strategy, key initiatives, milestones, and resources to implementing value cocreation within your organisation. The length of your plan should be 2,000-2,500 words.
In developing the Strategic Plan, please ensure that you:
- explain the context within which the organisation operates, the service offering and the competitive landscape
- discuss the rationale for your strategy and the proposed initiatives
- identify potential barriers to implementation and how you will address these challenges
- include a risk assessment with strategies for managing the transition to a more co-creative enterprise
- draw on examples from service firms that you can identify as having successfully (or unsuccessfully) partnered with customers to cocreate value.
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
Submit your written assessment piece, with references, to Turnitin, by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Pitch
- Mode
- Oral, Product/ Artefact/ Multimedia
- Category
- Presentation
- Weight
- 35%
- Due date
13/11/2024 3:00 pm
- Learning outcomes
- L01, L02, L03
Task description
Based on the success of your Strategic Plan, you have been promoted within your organisation.
To establish your new leadership role, develop and record a five minute video summarising your Leadership Philosophy and the Strategic Plan and how the two will integrate with your new team to cocreate value for the organisation.
This video and your one-page Leadership Philosophy will be uploaded to your company's intranet for internal communication. Be sure to present a compelling case to onboard your employees, explaining the importance and benefits of value cocreation, the key steps that the organisation will be taking to implement this approach, and how your leadership and your team’s followership will integrate to overcome any challenges that may arise.
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provide only limited support and guidance. A failure to reference generative AI use may constitute student misconduct under the Student Code of Conduct.To pass this assessment, students will be required to demonstrate detailed comprehension of their written submission independent of AI tools.
Submission guidelines
Upload your 5 minute pre-recorded video ensuring clear audio is enabled (include a transcript/sub-titles) for review by the due date.
Deferral or extension
You may be able to apply for an extension.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 74 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
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| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to Value Creation Lecture 1 What is Value Lecture 2 What is Customer Value Lecture 3 Value Creation Interviews: Ruth N. Bolton, Stephen Vargo Learning outcomes: L01, L03 |
Week 2 |
Lecture |
Resource Integration Lecture 1 What is Resource Integration Lecture 2 Practical Examples of Customer Resources Lecture 3 Customers as Resource Integrators Interview: Dr Lilliemay (Lily) Cheung Learning outcomes: L01, L02 |
Week 3 |
Lecture |
Key Components of Service-Dominant Logic Lecture 1 What is Service-Dominant Logic Lecture 2 Why is Service-Dominant Logic Important Lecture 3 How did Service-Dominant Logic Originate Learning outcomes: L01, L02 |
Week 4 |
Lecture |
Taking an Ecosystem Perspective Lecture 1 Actors and Cocreation in the Ecosystem Lecture 2 Levels of an Ecosystem Lecture 3 Cocreation from an Ecosystem Perspective Interview: Dr Lilliemay (Lily) Cheung Learning outcomes: L01, L02, L03 |
Week 5 |
General contact hours |
Assessment 1 Preparation Independent Study: Review of material from Modules 1-4 and development of Critical Analysis for submission. |
Week 6 |
Lecture |
Brand Cocreation Lecture 1 Consumer Cultures and Brand Value Cocreation Lecture 2 How Market-Oriented Actors Cocreate Brand Value Lecture 3 Cocreating Value through Brand Community Learning outcomes: L01, L02, L03 |
Week 7 |
Lecture |
Value Cocreation in Context Lecture 1 Connections and Context in Value Cocreation Lecture 2 The Contextual Aspects of Value Cocreation Lecture 3 Social Dimensions of Value Cocreation Interviews: Dr Sarah Kelly, Dr Tim Kastelle Learning outcomes: L01, L02, L03 |
Week 8 |
Lecture |
How is Value Cocreated in Practice Lecture 1 Service-Dominant Logic in Practice Lecture 2 Digitalization and Value Cocreation Lecture 3 How Digitalization Impacts Value Cocreation Interview: Dr Kaj Storbacka Learning outcomes: L01, L02, L03 |
Week 9 |
Lecture |
Negative Value Cocreation Lecture 1 Value Co-Destruction or Negative Value Cocreation Lecture 2 Recovering from Negative Value Cocreation Interview: Dr Kumar Rakesh Ranjan Learning outcomes: L01, L02, L03 |
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Lecture |
Ethical Considerations Lecture 1 Linking Value Cocreation to Trust, Commitment and Diligence Lecture 2 Virtues Facilitating Ethical Relationship Marketing Lecture 3 The Ethics of Cocreating Value with Multiple Stakeholders Learning outcomes: L01, L02, L03 |
Week 11 |
General contact hours |
Assessment 2 Preparation Independent Study: Review of material from Modules 5-9 and development of Strategic Plan for submission. Learning outcomes: L01, L02, L03 |
Week 12 |
Lecture |
Summary Summing up Learning outcomes: L01, L02, L03 |
Week 13 |
General contact hours |
Assessment 3 Preparation Independent Study: Review of learning logs and development of leadership philosophy and pitch for submission. Learning outcomes: L03 |
Additional learning activity information
Sustainable Development Goals
This course integrates the following Sustainable Development Goals (SDGs) through lectures and assessment.
Policies and guidelines
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.