Innovation is one of the primary ways that companies seek to create a competitive advantage in their markets.
It is also often used as a principal driver of corporate growth, renewal, and sustainability. Many years ago the Australian Prime Minister Paul Keating tasked Australian researchers and businesses to make Australia "the clever country".
(Something that was much easier said than done!). Innovation only 'works' when it leads to a commercial outcome such as a better way of doing something or a new product or service that is better than what it seeks to replace.
This course adopts this perspective and explores the key issues that deliver commercial success. The course builds on and draws from all the other marketing courses within the MBA program.