CIM Level 6 Award in Innovation in Marketing (VRQ)

Innovation in Marketing is a 17-credit mandatory module which sits within the suite of Level 6 modules.

Learning Outcomes The learner will:	Assessment Criteria The learner can:	Indicative Content
3. Apply principles of innovation throughout the marketing function	3.1 Assess how the marketing function can develop innovative approaches to current market challenges	Cross-functional and self-managing teams Learning, training and development Information sharing Support of innovative business models Adaptive/flexible approaches Use of appropriate market research techniques and sources of information Use of innovation networks
	3.2 Determine how innovative approaches can lead to enhanced product/service development	Generating ideas Screening Business analysis Development of a small-scale trial (usually technology supported) Testing techniques Commercial launch Effective exit routes for unsuccessful ventures
	3.3 Determine how stakeholder relationships can be better leveraged through innovative approaches	Customer relationships – eg, conducting user trials, involving leading practitioners and other forms of co-creation Engagement of suppliers and wider networks Managing different types of innovation networks including ideagoras, crowdsourcing, online forums and other open platforms

Learning Outcomes The learner will:	Assessment Criteria The learner can:	Indicative Content
4. Develop a business case for a marketing related innovation	4.1 Evaluate the options for innovation	Product/service/process/programme Business model Out-sourced vs internally implemented Adaptable/flexible/agile Benchmarking Collaborative/partnerships Assessing acceptability, feasibility or suitability
	4.2 Analyse the risks and benefits of an innovation proposal	Risks and benefits of the proposal Strategic/operational/tactical Financial Reputational Competition
	4.3 Develop a business case for change	Factors driving change Scope of change required Recognition of need for change and commitment from stakeholder groups Structure the business case Project proposal