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6. Develop a plan for the communication of innovation
2023-04-13T23:06:38+00:00
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
5. Understand activities required for the implementation of innovative marketing
5.1 Develop a marketing plan to support the launch of innovative approaches
Background
Appropriate research techniques
Selection of relevant sources of information
Objectives
Strategy
Tactics
Action
Evaluation and measurement criteria
5.2 Determine cultural change to support the implementation of innovative approaches
Current organisational culture
Levels of trust and openness
Space and support for ideas
Attitudes to risk taking
Degrees of freedom to experiment
Fit with business strategy
Strategies for culture change
Development of a culture for managing risk
6. Develop a plan for the communication of innovation
6.1 Create internal and external marketing plans to launch/support chosen innovation
Internal communication plans
External communication plans
Target audiences
Key messages
Implementation
Evaluation and measurement criteria
Agency relationships
6.2 Determine the relevant metrics required to measure the success of innovation
Soft and hard measures of success
Achievement of objectives
ROI
Metric dashboards
Latest trends in metrics and their impact
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