Modules Marketing & Digital Strategy Mandatory Module
Innovation in Marketing Mandatory Module
Aims of the module This module enables you to take a visionary approach and embed innovation to help your organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting a specific innovation. Unit 1: Innovation – – Understand how innovation and disruption are influencing organisational growth – – Assess the key factors that facilitate innovation in organisations. Unit 2: Innovate marketing – – Apply principles of innovation throughout the marketing function – – Develop a business case for a marketing related innovation. Unit 3: Innovation in action – – Understand the activities required for the implementation of innovative marketing – – Develop a plan for the communication of innovation. Assessment: Assignment You will be asked to submit a work-based assignment based on a given theme and an organisation of choice. Please note the Innovation in Marketing module is one of the mandatory modules for the Diploma in Professional Marketing. Please note the Marketing & Digital Strategy module is the mandatory module for both qualifications at level 6.
Aims of the module This module will enable you to take both a traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks and techniques throughout to achieve competitive advantage. You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective decision making. You will also be able to apply all stages within the marketing planning process – from the audit, through strategic decision making, to implementation of plans across both traditional and digital channels. Finally, you will learn how to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives. Unit 1: Situation analysis – – Understand how to analyse an organisation's current and future internal and external environments – – Interpret relevant information and insights to recommend and informstrategic decisionmaking. Unit 2: Planning – – Develop marketing objectives and strategy to deliver organisational objectives – – Develop a strategic marketing plan and a supporting marketing mix to deliver marketing objectives. Unit 3: Implementation and control – – Define the resources required to deliver the strategic marketing plan – – Apply the results of monitoring and measurements, and adapt the marketing plan for continuous improvement plan for continuous improvement. Assessment: Assignment You will be asked to submit a work-based assignment based on a given theme and an organisation of choice.
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