ECTS: 8 credits
The aim of the course is to introduce students to theoretical frameworks and empirical evidence of contemporary innovations in marketing. Furthermore students will be given time and opportunity to reflect on their learning and to debate their opinions in order to explore possible tradeoffs faced by managers of innovation, and potential outcomes of marketing management decisions in real world scenarios.
The course begins by exploring the issues of why firms are thought to either typically succeed or fail in business. From here students will be encouraged to explore the changing business environments within which firms must survive. The course will be organised around seven themes; (i) Managing for Innovation, (ii) Creating Innovation (iii) The Macro Environment and Innovation, (iv) The Micro Environment and Innovation, (v) Implementing Innovation, (vi) Creating the Innovation Organisation, and (vii) Effective Innovation Management.
Prerequisite: MKTG210 (or in 2009/10 MKTG222 & MKTG227 passed with at least 60% overall with no less than 55% in either module)
Paul Trott, (2005) Innovation Management and New Product Development, 2nd edition, Harlow : Financial Times Prentice Hall, ISBN 0 273 65560 4