Creativity, Innovation and Marketing


To evaluate the marketing function in business, discussing the practical nature of the discipline across the range of marketing functions.


The aims of this Module are to provide the student with: An understanding of the marketing function in business and how a range of marketing subjects which include sales, advertising, branding event marketing and marketing research can be realised through creativity and innovation.

Learning Outcomes

By the end of this module the student should be able to:

1.  Evaluate how the various marketing functions operate across a range of businesses and contexts.

2.  Develop marketing solutions for a range of marketing problems in an apprentice style format.

Indicative Content

1 Nature and scope of marketing

Marketing as a contemporary business function, its use in combination with other business functions.

2 Market Orientation

Understanding how marketing and its multiple functions operate both inside and outside the organisation.

3 Being a marketer

Understanding the skills required to become a marketer through a series of practical led activities.

4 Evaluating the marketer

Critically reflecting on the type of marketer you are, a strategist, creative designer, analyst, sales person, event organiser, researcher or PR and advertiser.

Statement on Teaching, Learning and Assessment

Students will be engaged in inquiry and real-world business challenges, individually and in groups, for at least 60% of their contact time, and that inquiry process will increasingly drive their independent access to the information they work with.

Teaching and Learning Work Loads

Total 200
Lecture 2
Tutorial/Seminar 26
Supervised Practical Activity 0
Unsupervised Practical Activity 0
Assessment 67
Independent 105

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2019/10 , and may be subject to change for future years.