Innovation, Marketing and You

Overview

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 in this short course will get a taste of what it's like to be 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

 

Benefits

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

 

Award

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

 

Funding

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