2021/22 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 2021/22

This module is not approved as a discovery module

Module summary

The module is designed to enthuse students from creative degrees with no prior academic knowledge of marketing to engage with industry problem solving tools and techniques. The module is focused on ensuring students have a strong understanding of fundamental marketing terminology and concepts while also providing them with an appreciation of the unique role creatives have in designing solutions for industry based world issues. In doing so, students will be able to demonstrate recognition and understanding of their own innovative skill set.

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 type	Number	Length hours	Student hours
In Course Assessment	1	1.00	1.00
Drop-in Session	11	1.00	11.00
Lecture	11	2.00	22.00
Independent online learning hours			10.00
Private study hours			156.00
Total Contact hours			34.00
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
Preparation for Essay - 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 type	Notes	% of formal assessment
In-course MCQ	50 question MCQ test based on lecture material and additional readings	40.00
Essay	Students will be given a choice of 5 essay topics studied in Week 6-10. They will select 1 topic and produce an 800 word response, covering seminal and current academic thought related to the concept.	60.00
Total percentage (Assessment Coursework)		100.00

Resits will be assessed by essay only.

Reading list

The reading list is available from the Library website

Last updated: 30/09/2021 15:16:48

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