module specification

MC6084 - Driving Innovation in Marketing (2024/25)

Module specification Module approved to run in 2024/25
Module title Driving Innovation in Marketing
Module level Honours (06)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
6 hours Assessment Preparation / Delivery
105 hours Guided independent study
39 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 30%   Group Project
Coursework 70%   3000 Word Report
Running in 2024/25

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

Innovation is now a substantive feature of the marketing industry with implications for competition, strategy, organisational structure, digitalization and supply chain management among other issues.
A growing body of academic and practitioner literature surrounds innovation and its management. It highlights the complexities and challenges in current marketing/competitive strategies and provides a valuable body of knowledge to inform future marketing managers

The module aims to:
• Critically evaluate the role of innovation in new product development process for managing and developing an organisation’s product portfolio to deliver ‘best value’ for customers in support of organisational objectives.
• Develop an in-depth understanding of the role of creativity and design in marketing and how it enhances business problem-solving and decision making.
• Explore the process for managing an organisations portfolio of products
• Recognise the key principles  and purposes involved in developing organisational  distribution strategies
• Assess the nature and scope of intermediaries in the distribution channel(s)

On completion of this module students should develop the following skills.
Oral presentation, researching and analysing data, problem solving,  team skill, creative skill; develop the skills to synthesise and evaluate a large body of concepts, ideas and theories related to innovation and marketing, individual research skills and referencing skills.

Prior learning requirements



• Definitions and understanding of different dimensions of innovation
• Key features of an innovative organisation
• The creative climate of an organisation
The role of external networks in facilitating innovation LO1

• The role of the marketing function in supporting innovative practices
• How innovation networks can be applied to an organisation
• Create innovative marketing programmes LO2

• The concept and drivers of change across different organisational contexts
• Market-led change programmes 
• Strategies to engage stakeholders for organisational change LO3

Balance of independent study and scheduled teaching activity

The module is delivered over a 15 weeks period consisting of 3 hours workshop. This provides framework of knowledge upon which students can base their learning and development through a structured seminar programme.

The learning and teaching methods include:

Seminar work, practical case studies, guided learning, independent learning and guest speakers. Students will receive formative feedback, including through group presentations and discussions in seminars.

The module utilises WebLearn facilities to deliver module handbook, case studies, journal articles, study guides, coursework briefs, guidelines and feedback, as well as links to external web links.   Other more specialised approaches such as ‘flipped teaching’ and role playing are also employed to deliver the module.
Reflective learning is incorporated into the module and students are advised to keep a journal of experiences and personal development to analyse and reflect on the effectiveness of their learning.

Learning outcomes

List and number the learning outcomes.
• Demonstrate a detailed knowledge of the factors and theories that facilitate and nurture innovation in organisations
• Apply the principles of innovation throughout the marketing function
• Develop appropriate plans for implementing effective marketing-led and innovation focused organisational change


Core Text:
Tidd, J and Bessant, J (2014) Managing Innovation: Integrating Technological, Market and Organizational Change, Wiley

Other Texts:
Smith, D (2015) Exploring Innovation, McGraw-Hill
Harvard Business Review’s  10 Must Reads on Innovation (2013) HBR Press
Radjou, N and Prabhu, J (2015) Frugal Innovation. How To Do More With Less. The Economist in association with Profile Books Ltd.

• Harvard Business Review
• European Journal of Innovation Management
• International Journal of Innovation Management


Electronic Databases:
Mintel Marketing Intelligence

Newspapers & Magazines (Marketing pages)
The Times
Financial Times
The Guardian
Wall Street Journal Europe
European Business

Other relevant books, articles and other resources would be recommended as required during the duration of the module