Strategies for Creative Marketing and Innovation

Module code: MN7017

This module explains strategic approaches to marketing planning, products/services and pricing, assessing their implications for the creative industries.  The taught content will assess key theories and their application in the creative industries in areas of innovation and products and services (and their distribution or performance).

The module will also show you how to adapt the marketing mix for services and innovation, which are central to the creative industries, and provide you with a chance to analyse creative events and organisations within a marketing context. Key topics will include new product development, digital media and sustainability.

Learning

  • 38 hours of lectures
  • 6 hours of seminars
  • 24 hours of fieldwork
  • 232 hours of guided independent study

Assessment

  • Essay (60 %)
  • Project (40%)