| CODE | IOT5039 | ||||||||||||
| TITLE | Integrating Creativity and Innovation in Marketing Concepts | ||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||
| MQF LEVEL | 7 | ||||||||||||
| ECTS CREDITS | 6 | ||||||||||||
| DEPARTMENT | The Edward de Bono Institute for Creative Thinking and Innovation | ||||||||||||
| DESCRIPTION | This study-unit introduces the main concepts in marketing strategy and integrates them with creativity and innovation. Using core marketing principles, the students are engaged in the development of market-driven and market-driving strategies that may lead to success in business firms. This is mainly achieved through the adoption of strategic marketing principles that may stimulate students to make use of methods explored on other units on the Masters programme. This will facilitate creative problem solving skills while also taking into consideration elements of the creation of customer value. The role of creativity and innovation in marketing strategy development and execution shall be illustrated throughout the study-unit. With design thinking in mind, the unit content includes emphasis on the importance of anticipating both marketplace and customer needs while acknowledging the relevance of marketing initiatives within the realm of the creative industries. This is achieved through the practical reference to creative and innovative aspects employed in different facets of marketing. Study-unit Aims: The aims are to impart a clear theoretical background to the core concepts used in marketing while linking them to practical relevance . Students will be engaged in the development of marketing insights that facilitate innovation in marketing strategies to enhance products and services on the market. This will be achieved through the application of creative efforts to design innovative techniques pertaining to the marketing concepts covered. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Discuss the main principles in marketing strategy and planning; - Explain the need to align creativity, innovation and the marketing strategy with the main organisational strategy for the development of a future vision to create differentiation in the marketplace. 2. Skills: By the end of the study-unit the student will be able to: - Execute a marketing plan; - Apply creative methods to foster an innovative approach to marketing and business success. Main Text/s and any supplementary readings: Main Texts: - A set of academic papers relevant to the topics covered shall be uploaded onto the VLE in pdf format. Supplementary Readings: - Kotler, P., Armstrong, G., Harris, L. C., and Piercy, N. (2013) Principles of Marketing. 6th Edition. Pearson. - Donaldson, B. and O’Toole, T. (2007) Strategic Market Relationships: From Strategy to Implementation. 2nd Edition - Davies, R. and Sightorsson, G. (2013) Introducing the Creative Industries. From theory to practice. - Tross, P. (2005). Innovation Management and New Product Development. Prentice Hall. 5th Edition. |
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| STUDY-UNIT TYPE | Fieldwork, Lecture, Independent Study & Project | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Margaret Mangion |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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