Marketing Strategy and Innovation

Module code: MN7013

This module seeks to enhance your understanding around the concepts of marketing strategy and innovation management both within business-to-business (B2B) and business-to-consumer (B2C) contexts.  Around the broader themes of strategy and innovation subjects featured include: innovation management; innovation novelty and measures of success; strategic marketing planning; assessing innovation commercial potential; and, international marketing management.  Emphasis will be placed on the internationalisation of contemporary markets and how the interconnectedness of market necessitates the development of innovations and global marketing strategies.

Topics covered

  • Innovation management - particularly innovation diffusion and technology adoption
  • Product development
  • Marketing strategies for innovation
  • Elements of strategic management and international marketing
Back to top
MENU