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2011/2012  KAN-CB14  Marketing, Creativivty and innovation

English Title
Marketing, Creativivty and innovation

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc of Social Science
Course Coordinator
  • Jørgen Dahl Prip - Department of Organization
Main Category of the Course
  • Marketing
  • Economic and organizational sociology
Last updated on 29 maj 2012
Learning Objectives
The aim of the course is to enable students to

• Evaluate and operationalize marketing opportunities requiring the creation of new markets, new products or new recombination’s of existing portfolios;
• Analyze the marketing challenges facing a given organization;
• Create, describe and evaluate different concepts of branding, positioning and competitive strategies
• Evaluate the marketing tools and practice of an existing organization;
• Describe and use the different creative marketing strategies and directions in relation to product innovation and communication
• Create a marketing plan due to the specific market challenges

Oral exam based on a mini-project
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period December/January
Aids Without preparation
Duration 20 Minutes
The exam is an individual oral exam based on a mini-project. The mini-project must be written in groups of max.5 students (max. 15 pages) or individually (max. 10 pages).

If a student is ill during the regular oral exam, he/she will be able to re-use the mini-project at the make-up exam. If a student is ill during the writing of the mini-project and did not contribute to the mini-project, the make-up exam can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam, he/she must make a new revised mini-project (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat.

At the oral exam, the student must demonstrate comprehensive knowledge and understanding of topics, theories, methods and models that have been dealt with during the course.
Course Content
Marketing are concerted activities with other business functions such as logistics, technology, production, customer services and the secondary value functions of finance, legal services, and accounting – and identifies the market needs and wants by various forms of explorations, observations, experiments, questioning, and secondary data in order to pave the way for new markets and products.

The course is introductory but not elementary and will provide the student with an understanding of marketing as an underlying philosophy towards the market backup up by the creative application of marketing strategy and planning, branding, positioning, market intelligence, product development and integrated communication – including choice of media and based on tests of creative promotion campaigns.

Organizational and personal contexts for creative processes – as well as work in creative industries and functions will be addressed

Teaching Methods
Teaching takes place mainly in large classes and consists of a mixture of dialog-based lectures, student presentations, guest lecturers from the business community, workshops in class, discussions and assignments/cases.
Please note that the litterature list is guiding

Titus, Philip A.: Applied Creativity: The Creative Marketing Breakthrough Model
Journal of Marketing Education, Vol. 29 No. 3, December 2007

Beverland, Michael B. (2005) Managing the Design Innovation–Brand Marketing Interface:
Resolving the Tension between Artistic Creation and
Commercial Imperatives. The Journal of Product Development Management, 22:193–207
Jensen, Morten Bach & Beckmann, Suzanne C. (2009):Determinants of innovation and
creativity in corporate branding:
Findings from Denmark
Journal of Brand ManagementVol. 16, 7, 468–479

Roscam Abbing, E. & van Gessel C. (2008): Brand-Driven Innovation.
Design Management ReviewVol. 19, 3, 51-58
Cornelissen, Joep (2000): Corporate image: an audience centered model.
Corporate Communications: An International Journal
Volume 5. Number 2. pp. 119-125

Thøger Christensen, L, Fırat, A. Fuat & Cornelissen, Joep (2009): New tensions and challenges
in integrated communications. Corporate Communications: An International Journal
Vol. 14 No. 2, 2009 pp. 207-219
Shaun Powell and Chris Dodd: (2007): Managing vision and the brand
within the creative industries.
In Corporate Communications: An International Journal
Vol. 12 No. 4, 2007
Castella, Tom de: Should we trust the wisdom of crowds? BBC, News Magazine, July 2010
Petkus, Ed Jr. (2004):
Enhancing the application of experiential
marketing in the arts, International Journal of Nonprofit and Voluntary Sector Marketing Volume 9 Number 1
Dobele, Angela, Toleman, David & Beverland, Michael (2005): Controlled infection! Spreading the brand message through viral marketing, Business Horizons, vol. 48, pp. 143—149

Ferguson, Rick (2008): Word of mouth and viral marketing: taking the temperature of the hottest trends in marketing.
Journal of Consumer Marketing, 25/3 179-182
Kevin Lane Keller, Tony Apéria and Mats Georgson: Strategic Brand Management – A European Perspective, Prentice Hall, 2008 – Chapter 1, 3 and 12
Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman and Torben Hansen: Marketing Management, Pearson Printice Hall, European Edition 2009 – Chapters 3, 5, 9, 10, 14, 15, 19 and 20