This unit explores the importance of creativity, innovation and new marketplace design with respect to contemporary marketing strategy. Numerous industry examples are drawn on to enhance student understanding of the key aspects of this unit. Students can expect to build on their learning gained in the Level 2 units in Marketing. -- Course Website
Prerequisites: MKTG2305 Marketing Research (or equivalent); for pre-2012 courses: MKTG2203 Marketing Management (or equivalent) or MKTG2204 Consumer Behaviour (or equivalent)