Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2021/2022
Module/course Code OP40
Delivery location London
Language English
Course type Specialisation
Contact hours 120
ECTS M1 before 2020 16
ECTS M1 from 2020 20
Level 5 (year post baccalaureate)
Semester Spring
Module name Creativity Marketing Management
Field (Discipline) Marketing
Academic Department Marketing


Module/course Summary

Creativity can be defined as the entire process by which innovative and useful ideas are generated, developed and transformed into value which is critical to the success of today’s businesses. As the competition intensified in the marketplace, marketers should recognise the need to evolve and to stay ahead of the curve with a new mindset. A mindset that would lead to inventive and relevant solutions to engage with the consumers and to outsmart the competitors. Creativity Marketing Management places creativity in the centre of the strategic thinking and the day-to-day operation practices.
The creativity element is infused throughout the specialisation’s curriculum and reflected in the illustrative cases and best practices from a range of sectors, including the creative industries and traditional marketing careers. While the specialisation highlights the element of creativity, it is important to realise creativity marketing takes a rigorous approach to the blending of creative and analytical thinking. Data and information should be placed at the centre of decision making while challenging the status quo. The specialisation will showcase how companies should take a customer-centric approach and thrive on collective and collaborative creativity.

To reflect on these points, four core modules are developed as following:
1.              Consumers and Consumer Value
2.              Integrated Marketing Communication
3.              Precision Marketing
4.              Product Management and Marketing Planning