Curricula Guides

Uusi opinto-opas (sisältäen myös opetusohjelmat) lukuvuodelle 2018-2019 sijaitsee osoitteessa . Tältä sivustolta löytyvät enää vanhat opinto-oppaat ja opetusohjelmat.

The new study guide (incl. teaching schedules) for academic year 2018-2019 can be found at This site contains only previous years' guides.

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Archived Curricula Guide 2014–2016
Curricula Guide is archieved. Please refer to current Curricula Guides
MA033005 MAS21/KVS52 Innovations and New Business Opportunities 6 ECTS
Organised by
Person in charge
Leila Hurmerinta
Planned organizing times
Period(s) I II III IV
2014–2015 X
2015–2016 X

Learning outcomes

After the course the students understand the innovation potential based on differences in firms' resource capabilities and markets perceptions. They learn to apply innovative approach to markets through various methods on value creation.


Companies with a restricted view of innovation can miss opportunities. In this course marketing is approached from innovative point of view that challenges the traditional market conventions in the industry aiming at creating new business opportunities. This requires sensing or perceiving market needs and/or underemployed resources and discovering a "new fit" between particular market needs and specified resources through innovations. This course discusses marketing and entrepreneurship as an integrated whole where they support each other along the opportunity process. This is done by written assignments and seminar-type group discussions.

Teaching methods

Teaching method Contact Online
Group work

Lectures and discussion seminars 12 h (2 h/week, Hurmerinta), group work assignments.

Modes of study

Option 1
Available for:
  • Degree Programme Students
  • Other Students
  • Doctoral Students
  • Exchange Students
Participation in classroom work
  • In English
  • In English
Written exam
  • In English

The final grade is based on the exam (50 %), the written group assignments (40 %), and regular and active participation in the lectures and seminar discussions (10 %).


Numeric 0-5.

Recommended year of study

4th year

Study materials

  1. McGrath, Rita Gunther; MacMillan, Ian. Entrepreneurial Mindset: Strategies for Continuously Creating Opportunity in an Age of Uncertainty. Harvard Business School Press 2000.
  2. Chaston, Ian. Entrepreneurial marketing. Competing by challenging convention. Purdue University Press 2000.
  3. Bjerke, Björn; Hultman, Claes M. Entrepreneurial marketing. The growth of small firms in the new economic era. Cheltenham, Edward Elgar Pub 2002.
  4. A collection of articles on the topic.

Further information

Restricted attendance! TSE degree students majoring in marketing and GIM Master's Degree Programme students are given priority.
Attendance at the first lecture is obligatory.
Students who have completed the course MA033030 MAS4/KVS52 Innovative Marketing and Firms Growth are not allowed to participate in this course.

Belongs to following study modules

Turku School of Economics
Department of Marketing and International Business
Department of Marketing and International Business
Department of Marketing and International Business
Department of Marketing and International Business
Valinnaiset opinnot (International Business)
Department of Marketing and International Business
Department of Marketing and International Business
Archived Teaching Schedule. Please refer to current Teaching Shedule.
Implementation details are unavailable.
Department of Marketing and International Business
Operations and Supply Chain Management
Economic Geography
International Business
Economic Sociology
Finnish Study Modules
Business Japanese
Business Chinese