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Postgraduate Handbook

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Creativity, Innovation & Change in Marketing - MARK6002
 The Quad

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.12500 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

A synthesis is presented of analytical approaches to strategy development and marketing decision-making. In addition to reviewing the traditional areas of marketing strategy, planning, implementation and control, this course will also focus on the marketing aspects of strategic innovation and change. Specifically, it will cover areas such as leveraging technological innovation and new product development (NPD), organising and managing a marketing organization, working across functional boundaries (such as sales and marketing), working with external partners (suppliers, agents, co-branders), operating in competitive and dynamic environments, thinking creatively about new products, new services and marketing communications, and engaging in creative destruction and lateral marketing. In so doing students will be required to consider the future direction of marketing. The course will make use of cases and exercises.

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.