Home » 2017/2018 GE Model » Society and Behaviour » GESB2003 / GESB008 – Creativity and Marketing
Suggested Year of Study:2 or 3
Duration:1 Semester
Credit Units:3
Offering Unit:FBA

Department of Management and Marketing

Medium of Instruction:English



Course Description

Consumers, retailers and suppliers are demanding more creativity and innovation across every marketing activity, especially in such a highly globalized society with internet and mobile devices everywhere. In this course students will learn and experience how to combine creativity and marketing activities together. This course covers (a) the strategic basis for product development including sources and types of innovation, market entry timing, product market structure and competition, disruptive and entrepreneurial innovation, and the development of new services and service bundles; (b) latest and creative marketing practices including creative product design, creative promotion method, creative advertising example, creative business model; and (c) the management of the new product development and promotion process including collaboration and networks as well as strategies for launching and marketing new products and services.

Intended Learning Outcomes (ILO)

1. To define the conceptual development in product design & innovation, advertising & promotion, and business model establishment;

2. To describe latest creative marketing practices in the context of business strategies and competitive environments around the world;

3. To describe and analyze the main environmental forces involved in understanding the marketplace;

4. To explain creative strategies and tactics in marketing practice and business context;

5. To propose creative and effective marketing plans, strategies and actions;

6. To design creative insights into big and powerful marketing concepts and actions;

7. To discuss advertising and promotion creativity and concept development theory in broader marketing and business concepts