Managing Marketing Innovation

This module introduces theoretical frameworks and empirical evidence of contemporary innovations in markets and an exploration of marketing activities that support them. You will be given time and opportunity to reflect on your learning and to discuss your emergent understanding. You will have the opportunity to explore challenges faced by managers of innovation, as well as comparing potential outcomes of marketing management decisions in real-world scenarios.

The module begins by identifying marketing innovations, followed 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.

The module is organised around six themes:

1. Creating Innovations
2. Developing an Innovation Strategy
3. Building the Innovative Organisation
4. Managing the Innovation Process
5. Capturing the Value from Innovations
6. Emerging of the Contemporary Innovations in Markets.

We see how Social Innovation, Innovations for Emerging Markets and Sustainability-led Innovation are emerged and contribute to the global markets.