Marketing Innovation
Stay ahead of the competition and drive market growth with our Marketing Innovation course, where creativity and cutting-edge strategies ignite business success.
PGFBA (6/9), PMBA
Also for:
CMCY/CMCH/IMCH - Marketing Management
PDBA - Marketing Management and Innovation
Course Description
Marketing is one of the key organisational functions: It is not, as many believe, just advertisement or as for other sales only. In truth it is both, but it is much, much more. Marketing is the art to bring products and services to markets, which attract customers being prepared to pay a fair price for these. This also means that customers neglect competitors’ offers, which is a decisive factor of disturbance in this equation.
Marketing is a complex and demanding task, which needs sound strategies, the right tactical choices and a sound
translation into operational execution for keeping an organisation profitably in business. Multiple demands, competing successfully against rivals on overcrowded marketplaces; picky customers, unpredictable and sudden changes in taste, demand and expectations are permanently confronting and stressing an organisation’s resources and capabilities.
Continuously shifting channel preferences and extensions of these through technological advancements make marketing a dynamic discipline requiring highest proficiency.
In this course, students will acquire the knowledge and skills needed to manage the development of innovations, to
recognize and evaluate potential opportunities to monetize these innovations, to plan specific and detailed methods to exploit these opportunities, and to acquire the resources necessary to implement these plans.
Topics include entrepreneurial thinking; innovation management; opportunity spotting and evaluation; industry and
market research; business strategy; business models and business plans; financial forecasting and entrepreneurial
finance and launching new ventures.
Students will also be visiting key high-technology manufacturing plant in United Kingdom as real-life implementation of innovation and strategy learnt during this course.
What will you learn?
PGFBA (6/9), PMBA
Also for:
CMCY/CMCH/IMCH - Marketing Management
PDBA - Marketing Management and Innovation
Course Description
Marketing is one of the key organisational functions: It is not, as many believe, just advertisement or as for other sales only. In truth it is both, but it is much, much more. Marketing is the art to bring products and services to markets, which attract customers being prepared to pay a fair price for these. This also means that customers neglect competitors’ offers, which is a decisive factor of disturbance in this equation.
Marketing is a complex and demanding task, which needs sound strategies, the right tactical choices and a sound
translation into operational execution for keeping an organisation profitably in business. Multiple demands, competing successfully against rivals on overcrowded marketplaces; picky customers, unpredictable and sudden changes in taste, demand and expectations are permanently confronting and stressing an organisation’s resources and capabilities.
Continuously shifting channel preferences and extensions of these through technological advancements make marketing a dynamic discipline requiring highest proficiency.
In this course, students will acquire the knowledge and skills needed to manage the development of innovations, to
recognize and evaluate potential opportunities to monetize these innovations, to plan specific and detailed methods to exploit these opportunities, and to acquire the resources necessary to implement these plans.
Topics include entrepreneurial thinking; innovation management; opportunity spotting and evaluation; industry and
market research; business strategy; business models and business plans; financial forecasting and entrepreneurial
finance and launching new ventures.
Students will also be visiting key high-technology manufacturing plant in United Kingdom as real-life implementation of innovation and strategy learnt during this course.
What will you learn?
- Understand the key concepts of marketing innovation.
- Define the basic line of strategies, tactics and innovation in marketing.
- Identify sustainable competitive advantages.
- Examine the processes by which innovation is fostered, managed, commercialised.
- Effectively and efficiently evaluate the potential of new business opportunities.
- Assess the market potential for a new venture, including customer need, competitors, and industry attractiveness.
- Develop a business model for a new venture, including revenue, margins, operations, working capital, and
investment. - Write a clear, concise, and compelling business plan for a new venture.
Meet Your Instructor
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Dr. VijayakumaranDr. Vijayakumaran is a renowned figure in business administration, public relations, marketing, and strategic management, education management with roots in Malaysia. Educated at the Open University Malaysia and University Utara Malaysia, he's equipped with a Ph.D., two Master's degrees, and a Bachelor's in Business Administration.
Throughout his distinguished career, he's demonstrated an exceptional aptitude in competitive analysis, strategy, and business intelligence. He's contributed to academia and industry alike, leaving his mark at institutions such as the University of Nottingham Trent, University of Derby, University of East London and Swiss Business School, and many others. With a decade of academic experience in Malaysia and England, Dr. Vijayakumaran has seamlessly blended rigorous academic research with practical business insights. |