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Unit information: Creativity and Marketing in 2021/22

Unit name Creativity and Marketing
Unit code EFIMM0061
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Pantano
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

This unit aims to encourage students to adopt a future-facing, creative approach to marketing management. Techniques for examining the marketing environment are explored and students are encouraged to appraise the relative opportunities and threats within a given context. They will be supported in the acquisition of the analytical skills needed to successfully identify critical success factors and will review the range of strategic entrepreneurial choices open to them. Where it is recognised that current needs are not satisfied, students will demonstrate the capability of creating and bringing a new product/service to market by applying the new product development process. Within existing products/services/brands, they will explore the possibility of using innovation across all aspects of the marketing mix to achieve/maintain competitive advantage and to consider the potential for brand extensions and product line extensions as well as brand repositioning. Students will also reflect upon the importance of adopting a creative approach across a range of markets and time horizons. Students will assemble a product development proposal and present it effectively both verbally and in written form.

Intended Learning Outcomes

ILO 1: Assess the marketing environment and consider opportunities and threats as well as critical success factors.

ILO 2: Critically discuss a range of creative strategies and make an evidence-based selection of the most appropriate approach.

ILO 3: Develop a creative proposal for a prototype product/service and its associated branding.

ILO 4: Examine the importance of managing a product/brand through its lifecycle and appraise the relative role and value of product development and marketing development to secure the longevity of an organisation and its brands.

Teaching Information

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities

Assessment Information

1. 30 % exhibition stand (group) (ILOs 1, 3, 4)

2. 70% individual proposal document (2,500 words to be submitted electronically by after the end of the unit) (ILOs 1, 2, 4).

In particular, the exhibition stand would (i) identify the potential opportunities and critical success factors in the given market, (ii) clearly frame the key points of the new product/service provided in the proposal document, (iii) adopt the most appropriate approach to communicate the key points of the product/service (among a range of different media including physical stand, video, etc.), and (iv) provide a replica of the new product. Students would also provide evidence of equality of contribution (peer assessment), it should include the report progress of group coursework, which includes the participation rate from each individual.

Participation and individual contributions will be assured and assessed through in class group activities, formative feedback and assessment, peer contributions and questioning individuals. In this way, not contributing students at an early stage will be identified and properly informed about subsequent warning actions and possible fail in receiving the group mark.

The individual proposal document would (i) frame the subject, identify the potential opportunities and critical success factors in the same market identified for the exhibition stand, (ii) critically discuss a range of creative strategies and make a selection of the most appropriate approach,(iii)appraise the relative role and value of product development and marketing development to secure the longevity of the chosen company, and(iv)evaluate the benefit of the chosen approach to enhance the new product development processes into organization.


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0061).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.