Postgraduate studies
in the field of Management:
Master of Value Creation (in English)

Postgraduate studies RealTime Online

Study Programme

COURSE A: “Introduction to implementing a value creation business philosophy”

• lectures 1-2: Gautam Mahajan
• lecture 3: panel discussion on defining the concept of value
• lectures 4-14: Paolo De Angeli, Roberto Bedotto, Ingo Hennecke & Nicola Scirocco
• This course is designed to help business leaders turn customer value management into a practical engine for growth, profitability and stronger customer partnerships. We discuss the Customer Value Management framework, that starts from Value creation, with definitions and examples of typical challenges. Workshops are the real core activity, where we could discuss the challenges that the “students” are facing in their companies and offer our own experience. Supported by four expert practitioners, the course will guide participants through the mindset, tools, and real-world insights needed to move from theory to implementation.
• lecture 15: Gautam Mahajan

COURSE B: “Value creation as a perspective for strategic management”

• lectures 1-2: Gautam Mahajan
• lectures 3–8: Marcos Barros "Strategic Planning and Execution for Value Creation"
• We focus on how organisations translate a stakeholder-first mindset into a strategy that can actually be executed. Beginning with value-centric strategic formulation—and the argument that strategy must start with stakeholders rather than markets—the module progresses through constructing a value roadmap (mission as a value statement, long-term ambition, and value chain design), operationalizing that roadmap through Objectives and Key Results (OKRs) anchored to stakeholder outcomes rather than internal performance metrics, and designing a governance cadence that keeps the organisation accountable to its stakeholders over time. We draw on real cases from both private and public sector organisations, and each session produces a cumulative artifact—stakeholder map, value roadmap, OKR set, and governance cadence—that together form a coherent strategic system students can apply immediately in their own organisations.
• lectures 9-14: Driton Sahiti “Understanding the Value Phenomenon: Creation and Evaluation”
• We focus on understanding the nature of value itself and the mechanisms through which value is discovered, experienced, evaluated, and facilitated across customers, organizations, and stakeholders. The module begins with value discovery and stakeholder perspectives, then progresses through customer experience, value evaluation, resource-based perspectives, and organizational approaches to facilitating value creation. We draw on contributions from customer value management, experiential marketing, stakeholder theory, Resource-Advantage Theory, consumer behavior, and the Nordic Service Logic perspective.
• lecture 15: Gautam Mahajan

COURSE C: “Managing innovations = creating value from novel ideas” 

• lectures 1-2: Gautam Mahajan
• guest lecture 3: Riel Miller “Futures Literacy, Value, Anticipation and Innovation”
• lectures 4-14: Michal Jasienski “Innovation Management”
• The concept of value should appear in various elements of the existing approaches to innovation management. It is important, however, to introduce it in business thinking in the sensible order: from “Discover value” (Mahajan’s approach), through “Design value” (Canvas model) to “Differentiate value” (Blue Ocean Strategy). The Business Model Canvas should be enriched with explicit introduction of value creation not only in the module of the Customer Value Proposition, but also the modules describing the stakeholders other than customers (e.g. business partners and employees).
• lecture 15: Gautam Mahajan

COURSE D: “Value creation and stakeholders in the age of AI”

• lectures 1-2: Gautam Mahajan
• lectures 3-8: Marek Staniszewski „Prompting and training language models”
• Students will learn to: 1. Identify where AI creates real business value — from quick wins to deeper process transformation. 2. Use AI as a decision-support tool, not as an autonomous decision-maker. 3. Analyse documents, data, reports and business information with AI to generate insights, recommendations and action options. 4. Design effective prompts and AI workflows to improve the quality and usefulness of outputs. 5. Apply AI in marketing and strategy, including segmentation, positioning, communication concepts and content creation. 6. Recognise high-value AI use cases inside organisations, especially in analysis, automation, communication and conceptual work. 7. Critically evaluate AI-generated outputs by identifying errors, oversimplifications, hallucinations and decision-making risks. 
• guest lecture 9: Philip Sugai "The Value Model: From Sanpo Yoshi to a Global Measurement Framework"
• The Value Model is introduced that was developed through a decade of research at Doshisha University's Value Research Center. Its origins are traced from Japan's centuries-old Sanpo Yoshi merchant philosophy through to a structured framework covering seven stakeholder dimensions, grounded in 62 international standards. Students learn the architecture of the model: four assessment layers that separate what organizations commit to, what they disclose, what they deliver, and what can be independently verified.
• lectures 10-14: Marco Koeder "Measuring Stakeholder Value Creation"
• Building on the Value Model, this module moves into application. How do organizations know whether they are actually creating value, and for whom? Students work with structured measurement frameworks that separate what organizations commit to from what they demonstrably deliver, across multiple stakeholder dimensions. Each dimension connects back to specific roles inside the organization: HR and the employee dimension, the CFO and shareholder value, procurement and the partner dimension. Through real company data and cross-sector comparisons, students learn to identify where value is trapped, where gaps exist between stated intentions and actual outcomes, and what actions different parts of the business can take to close those gaps. The module is designed to be interactive. Students will apply the frameworks to organizations and present their findings, connecting insights back to the strategy, innovation, and implementation topics covered earlier in the program.
• lecture 15: Gautam Mahajan - closing thoughts on the VC program
   

The academic team 

Gautam Mahajan is the President of Customer Value Foundation and is considered the global thought leader in Value Creation. He was President of the Indo-American Chamber of Commerce. He has 18 US patents. He is the designer of the PET bottle base, called the petaloid base. He is a Distinguished Alumnus of the Illinois Institute of Technology and he had a fellowship from the Harvard Business School. He is Founder Editor of the Journal of Creating Value and mentors the Creating Value Alliance and the Value Schools at Kobe University and at the Japan Advanced Institute of Science and Technology, and in Denmark and Portugal, the Centre for Social Value Creation at the University of Maryland and at the Florida State University, and the Value Research Centre at Doshisha University. He also runs the global Creating Value forums around the world and he has chaired the  Global Conferences on Creating Value in the UK, US, France, Japan and Brazil and London. He has consulted for global companies such as Viag, Continental Group, Alcoa, Solvay, Du Pont, GE, Mckesson, Reynolds, Xerox, Tatas, Birlas, Godrej, ITC, Toyo Seikan, Korea Telecom, Hettich, Israel Chemicals, SAP, EDS, and Sun Finance, GE Capital, among others.

Marcos Barros is the Founder and Chairman of Oxford Business Masters (UK) and one of the leading international authorities on strategic execution and the OKR framework. With a background spanning electrical engineering, a Master's in Artificial Intelligence, and an MBA, Marcos combines rigorous analytical thinking with deep practical experience as a business mentor, entrepreneur, and published author. He has led the largest OKR implementations in the public sector and third sector in Latin America, and has worked with organisations ranging from large corporations to government ministries and the judiciary. A former professor at the Federal University of Uberlândia, Brazil, and a keynote speaker at international conferences including Workpath (Germany) and the University of Lisbon, Marcos brings to the Master in Value Creation a distinctive perspective on how strategic planning and execution can be designed from the ground up to serve stakeholders — not just shareholders. 

Roberto Bedotto is the Global deputy VP Strategic Pricing in dormakaba since July 2023. He has 27+ years’ experience in the pricing domain, setting up and leading the pricing function in B2C and B2B companies. He has extensive experience in pricing across products, projects, and services at Electrolux, Ideal Standard, Carrier, Honeywell Process Solutions, Alight, EATON, and currently dormakaba. His work is driven by a strong focus and passion for Value Pricing, supporting both the introduction of new offers and projects, as well as the repositioning of existing ranges.

Paolo De Angeli is currently responsible for Commercial Operations at Borealis, overseeing Customer Experience (CX) and Customer Value Management (CVM) among other areas. With over 15 years of experience in CVM and Pricing, he has developed a strong expertise in Customer Value and has driven transformational initiatives in Commercial Excellence, Value Creation and Pricing. After earning his Certified Pricing Professional designation from the PPS in 2012 and serving on the Italian Board of the European Pricing Platform (EPP), he founded the European CVM Think Tank in 2020. Paolo has also worked on global projects at Accenture and holds a Degree in Business Administration from Bocconi University of Milan.

Ingo Hennecke is an international business executive with over 35 years of leadership experience in sales, marketing, and general management. As the global pricing lead at Bayer CropScience, he drove the company’s transformation from cost‑plus pricing to a customer value–based approach. A recognized trainer and frequent conference  speaker, he now shares his expertise in pricing strategy and value creation as an independent pricing trainer.

Michal Jasienski holds degrees from the Jagiellonian University and Harvard University (Graduate School of Arts and Sciences). Associate Professor at Nowy Sacz Business School – National-Louis University (WSB-NLU) in Nowy Sacz, Poland, where he teaches innovation management and critical and creative thinking courses, both in Polish- and in English-language programs at BA, Master’s and MBA levels. He led several governmental projects aimed at improving innovation management skills among scientists, managers, entrepreneurs and students in Poland. Held workshops on innovativeness and knowledge management in Denmark, Dubai, Iceland, Italy, Kazakhstan, Latvia, Turkey, and USA and in many Polish organizations. Senior researcher of the EU Marie Curie IAPP project “Reinvent” on business model innovation. Published 4 books and over 50 original research papers and essays in natural sciences, philosophy of science, methodology of education and knowledge management. He is co-founder and vice-president of the “Salus Publica” Foundation for Public Health and secretary of the board of the “Kyoto-Kraków” Foundation.

Marco Koeder is Co-Founder and COO of Valuufy, a stakeholder intelligence company based in Kyoto, Japan. He is a sociologist by training who has spent 25 years in Tokyo, building, transforming, and scaling businesses across every major digital shift. He has run a digital agency, led transformation programs at multinational agencies, and managed customer experience strategy at a Fortune 20 company. Strategies and campaigns his teams built in Japan for companies like Lufthansa, Renault, and Nivea were adopted as global standards by their headquarters. He won the Google APAC account for McCann, built a cross-agency team for Johnson & Johnson that cut planning cycles from three months to seven weeks, and developed data-driven retention programs for a 2-million-member loyalty platform at Philip Morris International. Along the way he held consulting mandates on mobile innovation for Deutsche Telekom and Siemens, advised startups through Startupbootcamp, and sat on the board of MOCOM 2020, a global think tank on mobile media. He co-authored "The Six Immutable Laws of Mobile Business" (Wiley, 2010) with Prof. Philip Sugai, has published research on behavioral economics through Waseda University, and spoke at TEDxHK on technology designed around human needs. He has taught at Temple University Japan, International University of Japan, and Senden Kaigi's professional marketing training program.

Driton Sahiti is a marketing and service innovation scholar, consultant, and entrepreneur whose work focuses on understanding how value is created, experienced, and evaluated across customers, organizations, and service ecosystems. He holds a PhD from the University of Glasgow, where his research developed the SVISS (Strategic Value Innovation Service Systems) framework and contributed to advancing the understanding of value creation from a multi-stakeholder perspective. His work integrates insights from customer value management, service logic, stakeholder theory, consumer behavior, entrepreneurship, and innovation management. Driton teaches marketing, entrepreneurship, innovation, and digital transformation at undergraduate and postgraduate levels and has delivered executive education and consulting projects across Europe. His research and professional activities bridge academia and practice, focusing on customer experience, service innovation, value creation, AI-enabled services, and business model development. Beyond academia, he is actively involved in entrepreneurial ventures and innovation projects in hospitality, urban mobility, and technology-enabled services. He is a frequent speaker at international conferences and has collaborated with scholars and practitioners from Europe, North America, and Asia on advancing value-centric approaches to management and innovation. His mission is to help organizations move beyond managing existing markets toward discovering, facilitating, and creating new forms of value for customers, businesses, and society.

Nicola Scirocco is a Business Development Manager at the TU Delft’s Learning for Life Centre, where he oversees strategic portfolio design, B2B engagement, marketing, learner administration, and institutional communication frameworks that support TU Delft’s lifelong learning ecosystem. His work focuses on aligning educational offerings with societal and industry needs, strengthening partnerships, and enhancing the university’s capacity to deliver high‑impact professional and continuing education. Before joining TU Delft, he built an extensive career in international marketing, pricing, and commercial strategy senior commercial and marketing leadership roles across major global companies – including Prysmian Group (where he was CMO North Europe and earlier Global Pricing Manager), Unilever, Coca Cola HBC, Parmalat, and Binda Group. He has also contributed to postgraduate education through teaching roles in brand management, product innovation, and trade marketing, and is the author of works such as Pricing INside OUT and The Shamrock Model: Marketing – Design R&D Convergence.

Marek Staniszewski is a brand strategist, marketing consultant, author, and AI educator. Throughout his career, he has held senior leadership positions in international advertising agencies, including Ogilvy, Young & Rubicam, and Havas, as well as serving as Vice President and Head of Marketing at Canal+. Today, he runs Heuristica, a boutique strategic consultancy focused on brand strategy and the practical application of artificial intelligence in business. He designs and delivers executive workshops, corporate training programs, and consulting projects focused on generative AI, prompt engineering, automation, and LLM-based systems. He also lectures on strategy, innovation, and artificial intelligence at the SWPS University and the Institute of Economic Sciences of the Polish Academy of Sciences. He is the author of several books on strategy and creativity, including„Atlas strategiczny”, „Strategiczny podstęp” i „Tak na marginesie strategii, and co-author of “Portret klienta”. He has also developed a range of widely used creative and facilitation tools for trainers and consultants.