module specification

MC7078 - Creativity and Innovation in Marketing (2022/23)

Module specification Module approved to run in 2022/23
Module title Creativity and Innovation in Marketing
Module level Masters (07)
Credit rating for module 20
School Guildhall School of Business and Law
Total study hours 200
45 hours Scheduled learning & teaching activities
155 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual Report (4500 words)
Running in 2022/23

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

Module summary

The importance and ability to embed and manage innovation is critical to organisational success.
Fast moving industries present significant challenges and opportunities for organisations and those willing to embed and effectively manage innovation will gain competitive advantage in the market.
While recognising the multi-disciplinary field of innovation, the module explores it from a marketing perspective and its importance to organisational success. The key factors that facilitate and nurture organisational innovation are analysed along with the capability to recognise the opportunities for, and constraints to innovation in specific organisational contexts.
Links with creativity, leadership and entrepreneurship are explored to develop practical-orientated skills that are crucial to the management of innovation.

Module aims

• To enable students to develop knowledge of the multi-facet aspects of the concept of innovation and its strategic relevance to an organisation’s the firm’s competitive position.
• To enable students to develop knowledge of the theoretical models of innovation management available to organisations.
• To enable students to develop critical understanding of the influence of the industry on an organisation’s capabilities to innovate.
• To recognise the linkages between different theoretical concepts which together influence innovation and organisational success.
• To enable students to apply the theoretical models of innovation management to real business cases.


• Concept, type and theories of innovation
• Factors that facilitate and nurture innovation in organisations
• Collaborating for innovation
• Failure, risk and measurement in innovation
• Strategic approaches to innovation
• The role of marketing in implementing organisational change to develop compelling solutions
• Link with entrepreneurship and creativity

Learning and teaching

The delivery method of the module will enhance the knowledge, skills and understanding of the students in the subject through practical and scholarly activities.
The coursework is an individual research based report, however, collaborative learning will be encouraged.  Students will participate in group activity prior to and within workshops. The nature of the topic requires active involvement in the learning process   and outside of class students will learn through directed study, reading and private study.
Classes will be flipped, web learn will be fully utilised, external speakers will be a feature and students will be encouraged to form discussion groups with a view to underpinning their own knowledge while expressing their own individual views. Presentations will be conducted in the classroom with the opportunity for feedback
Students will be asked to complete a learning journal which will be updated each week to reflect on class based sessions, and other thoughts and activities which will help the learning process throughout the module.
The module tutor will regularly review entries in the learning journal and provide regular formative feedback.

Learning outcomes

On completion of the module students will be able to;
1. Identify different models of innovation management available in practice
2. Identify and apply the relevant theoretical frameworks of innovation management in a particular context.
3. Appreciate the holistic nature of the innovation management processes.
4. Develop critical understanding of the multi-aspects of management associated with innovation.
5. Apply the principles of innovation across the marketing function. 
6. Develop a systematic understanding of the key factors that facilitate and nurture innovation in organisations.

Assessment strategy

The assessment strategy is developed with the aim of testing the module's learning outcomes; LO, 1-3 implicitly and LO, 4-6 explicitly through an assessment of students' knowledge of innovation, its application and management in a clear and concise manner.

The assessment for the module is based on coursework and will draw where possible on the experience and knowledge of the cohort. Students will be asked to produce report which evaluates the developing application of innovation in a marketing context. 

Assessment Learning Outcomes Skills Development Details
Individual report (100%)

4500 words

1,2,3,4,5 6 Researching and analysing data (P,A); problem solving (P,A), creative skills ( P,A) Synthesis skills (P,A); improve ability to think critically and write reflectively in relation to current issues in innovation (P,A); improve the ability to work independently (P,A); work as part of a collaborate learning team (P,A). This assignment is designed to bring together in a cohesive ways the key learnings of the module and allow students the opportunity to demonstrate a breath and understanding of the module both from an academic and practical perspective.
Students will be asked to explore a key aspect of innovation. Typically (and for illustration.
A business case will need to be developed for an innovation to widen the customer base for a selected organisation. This will need to demonstrate how innovation will help to sustain the organisations longevity. Changes to the structure of the marketing function will need to be proposed and suggestions made to secure external stakeholder support include proposed changes.



• Bessant, J. R. and Tidd, J. (2015) Innovation and entrepreneurship. Third edition. Wiley.
• Bessant, J.R (2003) High-involvement innovation: building and sustaining competitive advantage through continuous change. Wiley
• Christensen, Clayton M. (1997) The innovator’s dilemma: when new technologies cause great firms to fail.: Harvard Business School Press
• Conway, S and Steward, F (2009) Managing and shaping innovation.  Oxford University Press.
• Dodgson, M (2008) The management of technological innovation.  Oxford University Press
• Hamel, Gary and Prahalad, C. K. (1994) Competing for the future. Boston: Harvard Business School Press.
• Hamel, Gary and Prahalad, C. K. (1996) Competing for the future. Boston, Mass: Harvard Business School Press.
• ‘Kim, W. Chan and Mauborgne, Renée (2005) Blue ocean strategy: how to create uncontested market space and make the competition irrelevant. Boston, Mass: Harvard Business School Press
• Tidd, J. and Bessant, J. (2013) Managing Innovation: Integrating Technological, Market and Organisational Change. Wiley
• Von Stamm, B (2008) Managing innovation, design and creativity. 2nd ed. Hoboken, N.J.: John Wiley

Online Resources include:

• Journal of Product Innovation Management
• Harvard Business Review
• The Economist
• The Innovation and Strategy Blog