| CODE | IOT5021 | |||||||||
| TITLE | Strategic Marketing and Creative Decision Making | |||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | The Edward de Bono Institute for the Design and Development of Thinking | |||||||||
| DESCRIPTION | Creative thinking techniques are being identified in businesses and industries where predictive decisions are necessary. Creative decision making in commercial settings are analysed in view of high financial stakes, social responsibility, and shifting economic conditions. The study-unit builds on creative strategies that make the description of the methodology more vivid. In addition to providing information that can be used by professionals in business management, marketing and other fields, the study unit presents an overview of different creative decision making methods. . The unit content includes emphasis on the importance of anticipating both marketplace and customer needs. It will provide students the opportunity to look into customer-driven marketing strategies, and demonstrates the development of marketing programs that deliver value and satisfaction from a creative stance. This takes place through student participation and the presence of guest lecturers who are active in the field of marketing when possible. The study-unit will cover the different approaches to marketing from product orientation to production, market and societal orientations. It will look into diverse market environments and explore the roles of the economic environment, political climates, social implication and technology. Creativity is explored in the field of product development and through the life cycle management of services and products. Pricing strategies will be described and discussed, with a focus on recent innovations in variable customer driven pricing in online auctions and peer to peer e-market sites. Learning Objectives: On completion of this study-unit students are expected to demonstrate insights on the principles of creative thinking and the decision making models pertaining to the field of marketing. Students will be expected to attain an understanding of the following: • The role of creativity in business decision making; • Different marketing orientations; • Opportunity search in the marketing environment; • Creative aspects in the marketing process; • Creative product development and life-cycle strategies; • Development of new distribution channels; • Creative advertising, sales promotion and public relations. Suggested reading: - Barry, P. (2008) The Advertising Concept Book: Think now, design later. Thames and Hudson. - Crandall, B., Klein, G., Hoffman, R. (2006) Working Minds: A Practitioner’s Guide to Cognitive Task Analysis Cambridge, MA: MIT Press. - Dibb, S., Simkin, L. (2000) Marketing Concepts and Strategies, 4th European Ed, Houghton Mifflin. - Foote, C. (2012) The Creative Business Guide to Marketing. Selling and Branding design, Advertising, Interactive and Editorial Services. W.W. Norton & co. - Klein, G. (1998) Sources of power: How people make decisions. Cambridge, MA: MIT Press. - Kotler, P., de Bess, F. (2003) Lateral Marketing: New Techniques for Finding Breakthrough Ideas. Hoboken, NJ: John Wiley. - Kotler, P. (2003) Marketing Management, 11edition, Prentice-Hall. |
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| STUDY-UNIT TYPE | Lecture, Online Lecture and Workshop | |||||||||
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| LECTURER/S | Margaret Mangion |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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