Platforms of Value Co-Creation

Course Code
MKT 624
Hours
3 hours
Type
Elective
Offered
  • Winter 19 (A)
  • Winter 20
Platforms of Value Co-Creation --- Interactions are the new locus of creation of value, propelled by Internetworking and the forces of digitalization, ubiquitous connectivity, globalization, and social media. The future of value creation lies in interactional creation of valuable experienced outcomes through digitalized interactive platforms (DIPs) enabled by ecosystems of resourced capabilities. The goal of this course is to expose you to an "all win more" co-creation paradigm of value creation through DIPs, going beyond goods and services to experiences, and beyond the knowledge-skill base of enterprises to actor-networked ecosystems that include customers, employees, partners, and other stakeholders. The practice of co-creation and its management implications will be discussed through various examples of interactive value creation by enterprises.

Students interested in only exploring customer experience value creation, connected offerings, the customer journey of engagement, and design thinking of environments of experiences, can instead take the (1.5 credits) “MKT 650: Customer Experience Value Creation” course. Those interested in exploring multi-stakeholder engagement and the digitalized ecosystems in which enterprises operate, and enterprise management of cross-sector partnerships in interactive value creation, can also take the (1.5 credits) “MKT-TO 632: Digitalized Stakeholder Ecosystems” course.

The current course syllabi can be found at http://www.venkatramaswamy.com/teaching.html.

Taught By
Venkatram Ramaswamy
  • Professor of Marketing
Venkat Ramaswamy is Professor of Marketing at the Ross School of Business, University of Michigan, Ann Arbor, USA. He is a globally recognized...