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2019/20 Undergraduate Module Catalogue

DESN2350 Marketing Creativity and Innovation

20 creditsClass Size: 280

Module manager: Ms Edel Moore
Email: E.M.Moore@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2019/20

This module is not approved as a discovery module

Module summary

Provisional Scheme of StudyWeek 1- Introduction to module: overview of marketing and management disciplines; key definitions; Market opportunity analysis: environmental opportunities and constraints; environmental scanning and analysis; demography, economics; social values and beliefs; political and legal environment; competitive environment.Explanation of in class assessment.Week 2 – Market Segmentation, Week 3 - Buyer BehaviourWeek 4 – The Marketing Mix 1 Product & PromotionWeek 5 – The Marketing Mix 2: Pricing DistributionWeek 6 – CreativityWeek 7 – Creative Leadership: The role of leadership in developing and nurturing a creative environment; the development of leadership theories and management characteristicsWeek 8 –NeuromarketingWeek 9 – Sustainable design: Designing for a sustainable future; defining and measuring sustainability; sustainable product case studiesWeek 10 – Innovation, design, and industrial strategiesWeek 11 - Exam Preparation and Revision

Objectives

The overall objective of the course is for students to gain an understanding and appreciation of the fundamental concepts and principles that constitute the subject of marketing. It aims to develop students understanding of the demands of customers, organisations and markets in relation to the design and development of products/services and enterprise. The basic components of marketing will be discussed: - introduction to the marketing concept; - environmental scanning and analysis; - target marketing; -consumer buying behaviour; - developing the marketing mix. Contemporary key theories from the fields of creative leadership, innovation, sustainability and business scenario planning will also be introduced.

This module aims to develop student understanding of the demands of customers, organisations and markets in relation to the design and development of consumer relevant products/services or enterprise.

Learning outcomes
On successful completion of this module, students will have provided evidence of being able to:

-Demonstrate a broad understanding of the role played by design and innovation in improving competitive performance, in current and future business environments;
-Appreciate the balancing of organisational objectives against the opportunities and constraints in the market place, through the analysis of macro- and micro- environment factors;
-Understand the fundamental tools for managing and developing marketing solutions;
-Recognise key theories in relation to marketing and innovation and demonstrate an understanding of the concepts and models relevant to the management of real life business scenarios.


Syllabus

This module looks at the way in which consumer relevant products/services or enterprises are conceived, developed and marketed. The module considers the role of innovation in developing competitive advantage for an organisation. Market factors are explored and the tension between organisational objectives and market demand is discussed. The role and styles of management and leadership in encouraging and nurturing creativity is acknowledged. The module concludes with the consideration of designing for the future. Contemporary key theories from the fields of creative leadership, innovation, sustainability and business scenario planning will also be introduced.

Teaching methods

Delivery typeNumberLength hoursStudent hours
In Course Assessment11.001.00
Drop-in Session111.0011.00
Lecture112.0022.00
Independent online learning hours10.00
Private study hours156.00
Total Contact hours34.00
Total hours (100hr per 10 credits)200.00

Private study


Reading in preparation for lectures - 50 hours
Weekly formative Online MCQ - 10
Preparation for MCQ test – 30 hours
Revision for Examination – 66 hours

Opportunities for Formative Feedback

Student progress and understanding of fundamental marketing theory will be monitored through a MCQ test in Week 5.

The last 20 minutes of each lecture is also allocated to student questions.

An online database of multiple choice question associated with the required text will be utilised. This has a series of question and answers related to each chapter which students can review.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
In-course MCQEquivalent to 1 hour exam20.00
Total percentage (Assessment Coursework)20.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated


Exams
Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins80.00
Total percentage (Assessment Exams)80.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 13/11/2018 09:25:46

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