University of Technology SydneyHandbook 2008

24714 Marketing Creativity

Faculty of Business: Marketing
Credit points: 6 cp

Subject level: Postgraduate

Result Type: Grade and marks

Requisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.

Handbook description

This subject builds a bridge between creativity and marketing. It is designed to complement and build on previous marketing study. In marketing, creativity can be effectively applied in many areas including new strategies, new product development, new channels and new customer segment definition. This is an intellectually challenging and highly interactive subject, of particular benefit to practising marketers.

Subject objectives/outcomes

On successful completion of this subject, students should be able to:

  1. Demonstrate a greater awareness, conceptual understanding, and experience of, the importance of creativity in marketing
  2. Think creatively
  3. Challenge traditional marketing mindsets and approaches
  4. Design more creative and effective marketing programs.

Contribution to graduate profile

Marketing Creativity aims to build a bridge between creativity and marketing. It is designed to complement participants' analytical skills gained from previous marketing study.

Marketing Creativity is intellectually challenging, highly interactive and will be of benefit to practicing marketers.

Teaching and learning strategies

A combination of lectures, case studies, participant exercises, presentations and videos will be used. An emphasis will be placed on class discussion and interaction.

Participants must read assigned material before coming to class.

Content

  • Introduction to the subject including its aims and rationale.
  • What is creativity?
  • What is marketing creativity?
  • Applying creativity to every part of the marketing process.
  • Designing more creative brand and marketing strategies.
  • Designing more creative brand and marketing strategies.
  • Designing a front end idea system.
  • Designing a back end idea system.
  • Designing a creative marketing environment.
  • Creative leadership.
  • Lessons from the rule breaking companies.
  • Applying chaos and complexity theory to marketing.
  • Ethical marketing creativity.
  • Course summary.

Assessment

Academic Papers (Individual)30%
Individual students must select an article(s) from a relevant academic journal, which highlights the theory and/or practice of marketing creativity, and prepare a written report. This assessment will test objectives 1-3.
Group Projects (participant group)30%
Groups of students will select a real-life creative marketing project. This assessment will test objectives 1-4.
Exam (Individual)40%
The exam will consist of two questions, the first dealing with marketing creativity theory. The second question will ask students to apply their own creativity to a real-life marketing situation. This assessment will test objectives 1-4.

Recommended text(s)

Book of Readings.

Indicative references

Hamel G. 2000, Leading the Revolution, Harvard Business School Press, Boston, U.S.A.

Hill S. and Rifkin, G. 1999, Radical Marketing, Harper Collins Business.

Jones R. 2000, The Big Idea, Harper Collins Business.