Innovation, Marketing and You


Through several real-life exercises and interactive discussions, this course will take you through several aspects of business development, innovation and marketing to highlight the common mistakes that businesses make and possible solutions.

Participants of this short course will experience the life of an innovator. They will work within the secure environment of a university but will be encouraged to critically analyse the current markets to find new opportunities. The focus will be more on doing than just observing or analysing.

You will:

  • Learn about the entrepreneurial mindset and how to apply it within a start-up or an established company
  • Apply design thinking principles to innovate and identify opportunities
  • Learn about start-up marketing and social media strategies
  • Differentiate entrepreneurship from intrapreneurship and social entrepreneurship
  • Identify the cultural, structural and leadership attributes that enable entrepreneurial behaviour
  • Produce an innovation and marketing audit report for a company of choice


Course Overview 

Weeks 1-4: Introduction to innovation

Entrepreneurship, intrapreneurship, social entrepreneurship, innovation models, design thinking, innovation culture, etc.

Weeks 5-6: Introduction to digital marketing

Social media, influencer marketing, B2B vs B2C marketing, market research, etc.

Weeks 7-9:

Audit report completion


Course Aims

This course will allow participants to:

  1. Critically assess research relating to entrepreneurship, social entrepreneurship and intrapreneurship
  2. Examine the role of the entrepreneur, ability to recognise opportunity, business planning and resource allocation
  3. Demonstrate knowledge and critical understanding of start-up marketing and social media strategies to meet business objectives
  4. Evaluate innovation models and their evolution with the growth of organisations



  • Improve the company’s competitiveness, revenue and profit 
  • Improve the company's brand perception and awareness
  • Improve skills in marketing and innovation-based roles



After completing this course, learners will receive 20 credits which can then be used for future learning.



The Staffordshire E-Skills & Entrepreneurship Gateway (SEGway) is part funded by the European Social Fund.

Delivery method
Distance learning
  • This is a 9-week course with one 2-hour session per week.
  • Weeks 7-9 will be used for assessment completion.
Start date

Coming soon

School of Justice, Security and Sustainability
Certificate of Attendance

Entry requirements

This is an entry-level introductory course so is open to all who have an interest in innovation and marketing in startups or established companies.

This course is exclusively available to Stoke-on-Trent and Staffordshire-based students, graduates and businesses with a maximum of 250 employees.


This course is free to all Staffordshire-based small to medium-sized businesses with up to 250 employees, students, graduates and start-up businesses who reside in Staffordshire. 


Sunil Oberoi

Senior Lecturer

How to apply

To apply for this course, please email

UK University

StudentCrowd University Awards 2022

for Job Prospects

StudentCrowd University Awards 2022

for Student Satisfaction

Complete University Guide 2022

for Social Inclusion

The Times and The Sunday Times Good University Guide 2023

for Course Content

StudentCrowd University Awards 2022

of Research Impact is ‘Outstanding’ or ‘Very Considerable’

Research Excellence Framework 2021