The aim of the module is to introduce students to theoretical frameworks and empirical evidence of contemporary innovations in marketing.
Furthermore you will be given time and opportunity to reflect on your learning and to debate your opinions in order to explore possible tradeoffs faced by managers of innovation, and potential outcomes of marketing management decisions in real-world scenarios.
The module begins by exploring the issues of why firms are thought to either typically succeed or fail in business. From here you will be encouraged to explore the changing business environments within which firms must survive.
It will be organised around seven themes:
- Managing for Innovation
- Creating Innovation
- The Macro Environment and Innovation
- The Micro Environment and Innovation
- Implementing Innovation
- Creating the Innovation Organisation
- Effective Innovation Management
|Terms taught||Lent and Summer|
|Credits||8 ECTS credits|
|Prerequisites||MKTG 210 or MKTG 227|
|Assessment||40% coursework and 60% exam|