Course Title：创新营销管理

This course begins by exploring what marketing innovation is and why firms succeed or fail in business and the relevant issues associated with managing marketing innovation. From here, students will be encouraged to explore the changing business environments within which firms must survive. The course is organised into three major parts: (A) recognizing marketing innovation (B) managing marketing innovation and (C) exploring marketing innovation frontier, around six themes: 1. Marketing, innovation and marketing innovation 2. Managing Marketing Innovation: Strategies 3. Managing Marketing Innovative: Organization, Leadership and Culture 4. Managing Marketing Innovation: Process 5. Marketing Innovation Governing: Open Innovation, Networking and Business Model 6. Marketing Innovation Frontier: Digitalization, Social and Sustainability-led COURSE AIMS: 1. To provide students with an introduction to knowledge, understanding and skills required to manage marketing innovation at both the operational and strategic level. 2. To provide students with an understanding of how the management of market, technological and organisational change integrate with marketing innovation to improve firm’s competitiveness. 3. To provide students with the experience of applying and adapting existing theoretical frameworks through real-world scenarios. LEARNING OUTCOMES By the end of this course students (‘you’ hereafter) should be able to: 1. Draw on a variety of theoretical frames to analyse firms and markets to identify opportunities for marketing innovation; 2. Identify and explain the management routines and practices that create innovation culture within a firm and with a wider business network; 3. Identify and explain the managerial tools and practices used in managing a marketing innovation project; 4. Conduct a process of inquiry that identifies and critiques marketing innovation development and implementation.