Knowledge

The student...

has advanced knowledge of theories and frameworks relating to customer value in business markets, including how value is understood, created, delivered, quantified, and documented (customer value management)
has specialized insight into contemporary organizational buying behaviour, including complex buying groups, self-service digital buying journeys, the development from buying centres to buying ecosystems, and the emergence of AI-supported and machine-based purchasing agents
has in-depth knowledge of service- and solution-based business models and recurring revenues, and their implications for value propositions, pricing logic, and the configuration of the sales organization
has in-depth knowledge of the design of customer value propositions and value capture, including pricing as an expression of documented customer value in product-, service-, and solution-based offerings
has knowledge of the development and management of customer relationships, as well as channel and partner collaboration as part of value delivery in business markets
has advanced knowledge of key analytical tools for external and internal analysis

Skills

The student...

can analyse and critically assess an organization’s value creation and independently develop quantified and documented customer value propositions aimed at defined customer segments and buying ecosystems
can analyse contemporary buying processes and assess how suppliers can simplify the purchasing process for customers and position themselves in self-service, AI-supported, and partly automated buying journeys
can assess the transition from product- and transaction-based to service- and solution-based revenue models, and justify strategic choices under conditions of uncertainty based on theory, empirical evidence, and financial criteria
can apply customer value management frameworks to new areas, including subscription-based and outcome-based business models and sales to machine customers
can take a critical approach to research literature, industry data, and their own assumptions, and use these to structure and formulate independent academic arguments

General competence

The student...

can conduct advanced strategic analyses and prepare decision-making support in new areas within commercial strategy
can communicate complex analyses of value creation and commercial strategy, both in writing and orally, to specialists as well as decision-makers without a background in sales
can analyse ethical issues related to value communication, pricing, data access, and power relations between buyers and sellers, and make ethically justified decisions
can contribute to new thinking and innovation in the design of organizations’ commercial models
can collaborate across disciplines on complex strategic issues and make ethically justified decisions

Subject description ØAHM4000

Commercial Strategy