Value Co-Creation using Blockchain Technology


Dr. Manzoor Ahmed Hashmani


Information Technology Course

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In a market, where products and services are perceived as a means of exchange rather than the basis of exchange, the conventional approach to selling needs a radical change in mindset. The business and sales professionals need to be more strategic in their approach of facilitating customers in their practices based on co-creating value rather than selling value and products. The co-creation approach involves redefining the way sales professionals and organizations engage with customers, suppliers, partners, and other actors, by bringing them into the process of value creation and engaging them in enriched experiences. The practice of value co-creation using blockchain technology is one of the most important developments that service-dominant marketing and information technology introduced in recent times. This has emerged as a new stream of value creation for the customers and business. The blockchain technology is a new and advanced tool that companies can use to co-create value with various partners involved in the ecosystem and to keep control of the value creation process throughout the business chain. The notion of advancing and excelling in the business is in every businesses’ mission and vision. To skill and approach to create greater touch lies beyond a deep understanding and application of the concept of value co-creation, hence, the skill to co-create value through blockchain technology is paramount. This 2-days course is designed to bring the latest best practices for the participants on how to co-create value using blockchain and develop enriched experiences for the customers and other stakeholders involved in the eco-system. The course offers an inspiring combination of academic excellence and activities with case studies to learn the best practice of value co-creation using blockchain technology


Upon completion of this course, participants will be able:
  1. To introduce value co-creation as a strategic business practice for win-win deals
  2. To provide an understanding of the blockchain technology and its application in value co-creation
  3. To facilitate the thought process for implementing value co-creation using blockchain technology in organizations for delivering higher value to the business and stakeholders.


Dr. Manzoor Ahmed Hashmani is currently working as an Associate Professor in the University Technology PETRONAS (UTP), Malaysia. He earned his M.E in 1997 and Ph.D. in 1999 from Nara Advanced Institute of Science & Technology, Nara (Japan).  He has authored and co-authored more than 100 research articles published in various journals and conferences of international repute. He has also worked as lead research and development person in a reputable Japanese company for five years. He is a Senior Member of IEEE, member of IEEE Computational Intelligence Society's executive committee, and member of Pakistan Engineering Council. His current research areas of interest include:   - Blockchain Technologies - Artificial Intelligence and Machine Learning - Soft Computing for Optimization Dr. Amjad Shamim is currently a Senior Lecturer at the Management & Humanities Department and Core Researcher at the Center for Social Transformation for Sustainable LifeStyles, Institute of Self-Sustainable Building, Universiti Teknologi PETRONAS, Malaysia. He earned his Ph.D in Management (Value Co-Creation and Service Marketing) from UTP Malaysia in 2016. Earlier he holds MS and MBA degrees in Marketing. He has over 12 years of working experience in industry, academia, and research. He has conducted a number of training programs both nationally and internationally in the areas of value co-creation, delivering service excellence, managing experience for brand building, structural equation modeling and measurement scale design among others. Dr. Amjad received numerous awards in his professional career based on his contributions. More recently, he won the Liam Glyn Research award from American Marketing Association – Special Service Interest Group and Outstanding Reviewer award from Elsevier. He has published his work in various reputable international journals such as Journal of Consumer Marketing, International Journal of Retail and Distribution Management, Asia Pacific Journal of Marketing and Logistics, International Journal of Hospitality Management, Journal of Islamic Marketing, Journal of Entrepreneurship in Emerging Economics, IEEE Access, International Journal of Applied Management Science among others. His research interests include:
  • value co-creation
  • service marketing
  • transformative service research
  • neuromarketing

Course Contents

This two-day course will cover the following aspects (case studies may be included in some topics):
  1. Value Co-Creation - Change the lens from ‘Goods Thinking’ to ‘Service Thinking’ for co-creation value rather than selling value
  2. Zooming In and Zooming Out (ZIZO) on Value Co-Creation
  3. Blockchain Technology Fundamentals
  4. Leveraging Blockchain for Value Co-Creation

Download the Course Brochure: Value Co-Creation using Blockchain Technology

To register, download the CAPE Professional Short Course Registration Form and email the completed form to

Our Main Teachers

Introduction In a market, where products and services are perceived as a means of exchange rather than the basis of exchange, the conventional approach to selling needs a radical change in mindset. The business and sales professionals need to be […]

Price : 1,980 for Professional (Discount available for students, group registration, PETRONAS staff, and UTP alumni) MYR

Max Availability : 24

Location : Level 16, Menara 2, Menara Kembar Bank Rakyat, Jalan Travers, 50470 Kuala Lumpur