Location

Community Services & Continuing Education - Alexandria

Objectives

• CIM-DRIVING INNOVATION This module outlines the importance of how taking a visionary approach, and embedding innovation, can help organisations deal with the challenges of a fast-moving marketplace. It focuses on how an understanding of the relationship between marketing and entrepreneurship can enable organisations to deliver compelling marketing solutions. It presents the key factors in building and nurturing innovation throughout the organisation and within the marketing function. It provides an appreciation of the role of internal marketing in supporting a culture of innovation and in implementing change programmes.

Outcomes

• Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This will enable you to take a strategic approach to planning that achieves a sustainable competitive advantage.• Marketers need to be able to selectively analyse data for insight, and undertake effective decision making in relation to the utilisation of marketing resources. This looks at the increasing volume and range of data, innovative methods of analysis and new measures of marketing effectiveness.• Fast-moving environments can present significant challenges and opportunities to the marketer and the organisation. This will enable you to take a visionary approach and embed innovation through the lens of entrepreneurial marketing.• Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This provides insight and in-depth consideration into how organisations can implement digital marketing capabilities into strategic marketing p

Course Contents

CIM-DRIVING INNOVATION MODULE STRUCTUREThree units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:Unit 1: Entrepreneurial marketing• Understand the relationship between marketing and entrepreneurship (15%).• Implement an entrepreneurial response to change and to delivering marketing solutions (15%).Unit 2: Innovation• Understand the key factors that facilitate and nurture innovation in organisations (15%).• Apply principles of innovation throughout the marketing function (15%).Unit 3: The marketing champion• Understand the role of internal marketing (20%).• Implement marketing-led organisational change (20%).