- Department: The York Management School
- Module co-ordinator: Prof. Deborah Roberts
- Credit value: 20 credits
- Credit level: H
- Academic year of delivery: 2024-25
- See module specification for other years: 2023-24
Prohibited combination with MAN00016H. Develops content following Y2 module Innovation & Creativity in Organisations but this is not a prerequisite.
|Semester 2 2024-25
This module offers a comprehensive introduction to the important elements involved in the understanding of marketing, and innovation management, principles, and practice. Key areas are integrated to provide a strong base to build from, to enable students to develop an understanding of the important role of strategic decision-making in marketing and innovation management.
Specifically, there is emphasis in this module upon.
· encouraging students to think critically and creatively about issues, opportunities, and dilemmas in range of marketing contexts and
· in developing an appreciation and application of strategic development and planning, by gaining knowledge and awareness of the range of tools and approaches available to managers
Understanding the role of marketing in innovation, e.g., in new product and service development, has an important role to play in both emerging and competitive markets and for both business start-ups and established firms. This module will focus on integrating the voice of the customer and other stakeholders into the innovation process, and will focus on open innovation and co-creation initiatives. It will provide an underpinning and a critical understanding of marketing concepts and theories, in relation to innovation
Students will acquire a range of skills, abilities and develop an aptitude for innovative and creative thinking. Critical abilities will be developed and explored through discussion and debate, as well as through a range of activities, e.g., ideation, and use of case studies - to understand and examine the range of current practice of the contexts.
To understand the strategic importance of innovation and the role of marketing in the development of innovative new products and services.
A knowledge and understanding of the role of marketing in the development process (NPD) including the role of market research, product testing and market launch strategies
Commercial acumen based on an awareness of the key drivers for NPD and business success, causes of failure and the importance of providing customer satisfaction
To explore sources of new product ideas, concepts and creativity
Customers- understand changing customer expectations and role in user innovation
An understanding of the importance of sustainability issues/responsible innovation.
The ability to critically appraise and evaluate theory and the ability to use theory to address practical issues
|% of module mark
|% of module mark
Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.
ABS 4 & 3* journals. Tidd & Bessant Innovation Management text book