BMG945 Marketing Innovation 1-Semester: Ulster University Business School

Objective of Assesment

Modue Rationale

This module focuses on developing an understanding of Marketing as a business function whilst providing students the skills that marketers  adopt to enable innovation within their organisations.   It provides an understanding of how organisations deal with the challenges of a fast-moving marketplace. 

Overall Aim of the Module 

This module aims to provide students with the knowledge and skills to understand the relationship between marketing and innovation whilst recognising the key factors in building and nurturing innovation within the marketing function. Students will also learn how to use internal and external marketing in supporting specific innovations.

Learning Outcomes

1    Understand how innovation and disruption are influencing organisational growth
2    Critically evaluate the key factors that facilitate innovation in organisations
3    Apply principles of innovation throughout the marketing function to facilitate the development of a business model for a marketing related innovation 
4    Understand the activities required for the implementation of innovative marketing to allow the development of a plan for the communication of innovation