2024/25 Undergraduate Module Catalogue

DESN2350 Marketing Creativity and Innovation

20 creditsClass Size: 220

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

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2024/25

This module is not approved as a discovery module

Module summary

This module explores 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 module concludes with the consideration of designing for the future. Key theories from contemporary design research fields which may include subjects such as innovation, sustainability and neuromarketing will be introduced.

Objectives

The objective of the course is for students to gain an understanding and appreciation of the fundamental concepts and principles that constitute the design of marketing strategy. 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 areas which may include subjects such as innovation, sustainability, neuromarketing and behavioural design 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:
1. Demonstrate a broad understanding of the role played by design and innovation in improving competitive performance, in current and future business environments;
2. Appreciate the balancing of organisational objectives against the opportunities and constraints in the market place, through the analysis of macro- and micro- environment factors;
3. Understand the fundamental tools for managing and developing marketing solutions;
4. 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

The content will cover such areas as:

Consideration of theory and practice in relation to the design of marketing strategy:
- Market segmentation and targeting
- Consumer behaviour
- Marketing mix
- Contemporary marketing design issues, which may include areas such as Nueuromarketing, Sustainability, Innovation.

Teaching methods

Delivery type	Number	Length hours	Student hours
On-line Learning	8	1.00	8.00
Drop-in Session	11	1.00	11.00
Lectures	22	1.00	22.00
Seminars	8	1.00	8.00
Class tests, exams and assessment	1	2.00	2.00
Independent online learning hours			5.00
Private study hours			144.00
Total Contact hours			51.00
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 – 20 hours
Essay reading and preparation – 64 hours

Opportunities for Formative Feedback

Online seminars and drop-in sessions will also provide opportunities for further discussion.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay or Dissertation	Equivalent to 1.5 hour exam	80.00
In-course MCQ	Equivalent to 1 hour exam	20.00
Total percentage (Assessment Coursework)		100.00

Online open book MCQ test. Equivalent to 2 hour exam test. 20% of total marks.

Reading list

The reading list is available from the Library website

Last updated: 13/05/2024 12:31:28

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