Unit convenor and teaching staff |
Unit convenor and teaching staff
Hailu Getnet
4ER, 223
Tuesday 2-3 pm
Mehdi Azam
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
39cp at 100 level or above
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
New ventures live or die by their ability to bring creative, innovative ideas to market. New venture marketers need a strategic, creative vision of what value their new venture brings to consumers. A core skill for entrepreneurs and new product managers is that they are expected to champion new product innovations.
This unit develops students’ knowledge to identify, develop, launch, and manage new products. Students learn how to take a creative idea and turn this into an innovation, managing it from conception to commercialization. Students learn how to conceive, develop, evaluate and implement innovative marketing strategies for new products.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Hurdle | Due |
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Case Analysis | 60% | No | Weekly 8/3 to 7/5 |
Creative Portfolio | 40% | No | Thursday of week 13, 11 pm |
Due: Weekly 8/3 to 7/5
Weighting: 60%
Task description
Students are required to be physically present at the case discussion in this unit.
Type of collaboration
Individual
Format
Please refer to iLearn Unit Page
Inherent task requirement
None
Due: Thursday of week 13, 11 pm
Weighting: 40%
Task description
Each individual is required to provide write-up on what they learned while developing their creative portfolio.
Type of collaboration
Individual
Format
Please refer to iLearn Unit Page
Length
2000 words
Inherent task requirement
None
Case study approach and tutorial on weekly basis
Week |
Topic |
Case |
Reading |
Portfolio Activity |
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Week 1 |
Introduction to Marketing Creativity |
No |
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Week 2 |
Product Applications I |
Emotiv System |
Yes |
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Week 3 |
Product Applications II |
CVS Health |
Yes |
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Week 4 |
Motivation and Creativity I |
The Whiteside Lab |
Yes |
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Week 5 |
The 4 Ps and Segmentation |
Yes |
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Week 6 |
Motivation and Creativity II |
Barry Riceman at NetD |
Yes |
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Week 7 |
Motivation and Creativity III |
Butler, Shine, Stern & Partners |
Yes |
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Week 8 |
Creative Environment I |
Creativity under the Gun at Litmus |
Yes |
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Week 9 |
Creative Environment II |
Crutchfield Chemical Engineering |
Yes |
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Week 10 |
Clientisma I |
e-Types A/S |
Yes |
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Week 11 |
Clientisma II |
IDEO Product Development |
Yes |
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Week 12 |
Evaluation and Creativity plus Portfolio Debrief |
Wyeth Pharmaceuticals |
No |
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Week 13 |
Overall Unit Evaluation and Class Discussion |
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No |
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Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
We want our graduates to have emotional intelligence and sound interpersonal skills and to demonstrate discernment and common sense in their professional and personal judgement. They will exercise initiative as needed. They will be capable of risk assessment, and be able to handle ambiguity and complexity, enabling them to be adaptable in diverse and changing environments.
This graduate capability is supported by:
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
The cases address management issues in a number of countries, including Australia, the USA and Denmark
This unit allows students to learn the latest in academic research into creativity. The lecturer is the best published and most cited researcher in creativity in marketing, with more than a thousand citations. This research influences how he analyses cases and designs portfolio tasks. For more background on his approach, some of his key works include:
O’Connor, Huw, Scott Koslow, Mark Kilgour and Sheila Sasser, (2016), “Do Marketing Clients Really Get the Advertising They Deserve? The Trade-Off between Strategy and Originality in Australian and New Zealand Agencies,” Journal of Advertising, forthcoming.
Koslow, Scott (2015), “I Love Creative Advertising: What It Is, When to Call for It, and How to Achieve It,” Journal of Advertising Research, 55 (1), March, 5-8. Lead Article
Sasser, Sheila L and Scott Koslow, (2012), “Passion, Expertise, Politics and Support: Creative Dynamics in Advertising Agencies,” Journal of Advertising, 41, 3 (fall), 5-17. Lead article
Kilgour, Mark and Scott Koslow (2009), “Why and How Do Creative Thinking Techniques Work?: Trading Off Originality and Appropriateness to Make More Creative Advertising,” Journal of the Academy of Marketing Science, 37 (3), 298-309.
Sheila L. Sasser and Scott Koslow (2008), “Desperately Seeking Advertising Creativity: Engaging an Imaginative 3 P’s Research Agenda,” Journal of Advertising, 37 (Winter), 5-19. Lead article
Koslow, Scott, Sheila L. Sasser and Edward A. Riordan (2006), “Do Marketers Get the Advertising They Need or the Advertising They Deserve? Agency Views of How Clients Impact Creativity,” Journal of Advertising, 35, 3 (Fall), 85-104. Runner up for Best Article Award
Koslow, Scott, Sheila Sasser and Edward A. Riordan (2003), “What Is Creative to Whom and Why?: Perceptions in Advertising Agencies,” Journal of Advertising Research, 43 (March), 96-110.
Stewart, David W. and Scott Koslow (1989), “Executional Factors and Advertising Effectiveness: A Replication,” Journal of Advertising, 18 (3), 21-32. Winner, Best Article Award