24769 Innovation and Creativity in Marketing
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): ((24734 Marketing Management OR 24834 Marketing Decision Making) AND 24710 Customer Experience and Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
In this subject, students build a framework of practical knowledge for successfully overcoming real-world marketing challenges by creatively harnessing new opportunities. This could be through new business start-ups or supporting growth and innovation in established businesses. The focus is on the development and commercialisation of new products and services, as that is a core function for most organisations and a key focus for entrepreneurs and intrapreneurs. Students work with real industry clients to apply the knowledge and skills learned in this subject to build creative, innovative solutions to real marketing problems.
Subject learning objectives (SLOs)
| 1. | Apply research methodologies, processes and tools to new product and service management as part of the innovation and creative process of a Not for Profit or private sector organisation |
|---|---|
| 2. | Evaluate the role diversity, equity and inclusion plays in the theoretical and practical dimensions of innovation and creativity |
| 3. | Critically reflect on the impacts innovation, creativity and idea generation have on the marketing industry |
| 4. | Collaborate within peer group and client partner environments to plan key recommendations to business problems |
| 5. | Communicate and persuasively pitch innovative and creative solutions to marketing problems |
Contribution to the development of graduate attributes
This subject contributes to the development of the following graduate attribute(s):
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Social responsibility and cultural awareness
- Professional and technical competence
This unit focuses on the development of effective, customer strategies for new product development and creativity in marketing management that brings purpose and profit together. In this subject new product and promotional campaign related issues are addressed that are relevant to managers in most industries. This includes in complex environments in which they face competitive, technological, social, ethical and cross-cultural issues when attempting to drive inclusive growth. The emphasis in this subject is on developing the intellectual rigour and innovative problem-solving students in the product innovation process. Based on a sound understanding of the underlying logic of new product management within the marketing context and its interaction with other business disciplines. This is achieved by students carrying out the essential new product phases as a collaborative project, requiring them to document and present the steps involved in the process of developing a new product or service and the creative promotions for campaign launch, through innovation and creativity. It is an elective postgraduate subject and is designed to provide a practical and useful focus on an important dimension of marketing, incorporating marketing challenges and opportunities form real world not for profit and entrepreneur startup clients.
Teaching and learning strategies
Students will be encouraged to undertake research, study the literature and monitor the media on subjects related to new product management, innovation and the creative process. By creating a broader perspective on the topic, class debate and student learning should be made more effective than if it was confined only to text material.
All students will be provided with the opportunity for initial feedback on their performance in the subject during the first four weeks of the semester through workshop exercises and in-class formative quizzes. Further feedback will be provided in relation to submitted assessment tasks from both the lecturer and the client partner to provide an industry feedback perspective. In addition, student groups will collaborate and engage in active learning tasks such as case study analysis, problem-solving exercises and group discussions, to discuss their learning with their peers and they will receive constructive feedback on the assigned tasks.
Workshops will consist of case deliberations, practice with new product tools and/or student-led discussions. To prepare for the lectures and workshops, students will be required to undertake the required readings and by conducting their own research and inquiry into the weekly topic. This preparation will then be integrated into the class activities mentioned above, to ensure students gain an integrated and in-depth learning of new product theory and its practical applications. These will also require frequent and ongoing student contribution by way of analysis and expression of recommendations to new product problems, issues and opportunities. The learning management system is used to share information and encourage interaction between staff and students and is where students will access pre-class materials.
Content (topics)
- Introduction to new product management
- Creativity - Sources of Innovation & Lead Users
- Creative Questioning Techniques in ideation and creativity
- Types of Innovation, Incremental, Radical and Disruptive
- Ideation: Open Innovation, Crowd Sourcing, Prediction Markets
- Design Thinking
- Stage gate Approach to select new product developments
- Putting the business case together
- Positioning new product for product launch
- Creative campaigns and messaging for product launch
Assessment
Assessment task 1: Storyboard Pitch (Individual)
| Intent: | a) Individual pitch slide deck (20%) b) Individual pitch (10%) |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 5 |
| Weight: | 30% |
| Length: | 5-minute pitch, 5-8 PowerPoint slides |
| Criteria: | a) Individual pitch slide deck
b) Individual pitch
|
Assessment task 2: Innovation and Creativity Project (30% Group and 40% Individual)*
| Intent: | (a) Group Project Report (30%) |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3, 4 and 5 |
| Weight: | 70% |
| Length: | (a) Group Project Report: 3000 words |
| Criteria: | (a) Group Project Report
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Crawford, M., Di Benedetto, A. (2020). New Products Management. McGraw-Hill Education: New York, 12ed. ISBN 978-1-260-57508-8
References
Students should also conduct their own original literature and media searches. Journals of particular focus are:
Journal of Product Innovation Management
Journal of Marketing
Journal of Marketing Research
European Journal of Marketing
The Journal of Brand Management
Note: Richness of new thinking and research comes forth in the literature of journals and publications. Students
wanting to achieve good grades in this subject must expect to spend considerable time researching, reading and
integrating ideas into their own thinking and material from the textbook and lectures.