Course

Creativity, Innovation & Change in Marketing - MARK6002

Faculty: Australian School of Business

School: School of Marketing

Course Outline: http://www.marketing.unsw.edu.au/

Campus: Sydney

Career: Postgraduate

Units of Credit: 6

EFTSL: 0.12500 (more info)

Indicative Contact Hours per Week: 3

Enrolment Requirements:

Prerequisite: Enrolment in Graduate Certificate or Master of Marketing programs

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.

Description

A synthesis is presented of analytical approaches to strategy development and marketing decision-making. In addition to reviewing the traditional areas of marketing strategy, planning, implementation and control, this course will also focus on the marketing aspects of strategic innovation and change. Specifically, it will cover areas such as leveraging technological innovation and new product development (NPD), organising and managing a marketing organization, working across functional boundaries (such as sales and marketing), working with external partners (suppliers, agents, co-branders), operating in competitive and dynamic environments, thinking creatively about new products, new services and marketing communications, and engaging in creative destruction and lateral marketing. In so doing students will be required to consider the future direction of marketing. The course will make use of cases and exercises.
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