Unit 3: Innovation in Action 

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