MARK6102 Creativity, Innovation and Change in Marketing - 2019

Subject Code
Study Level
Commencing Term
Term 2
Total Units of Credit (UOC)
Delivery Mode
On Campus
This course outline is provided in advance of offering to guide student course selection. Please note that while accurate at time of publication, changes may be required prior to the start of the teaching session. To view other versions, visit the archives .

1. Course Details

Summary of Course

Creativity and innovation are the key drivers of success for many of today’s leading companies. Some of the most dramatic gains in shareholder value over the last few years (e.g. Google and Apple) have been created by the culture of creative innovation. Indeed, a culture of creativity and innovation is commonly recognised as the only sustainable competitive advantage. This course will focus on developing new ways of thinking and will discuss in depth the intricacies of innovation, customer experience, solution development and the problems faced by managers in this area. The course provides many opportunities to apply these new ways of thinking through class exercises and the course project, where students will develop creative concepts for an assigned topic. Active participation in this course will provide students with the opportunity to gain practical, real world experience in the application of different tools and approaches such as Human Centred Design (HCD), Ten types of innovation, Crowdsourcing innovation, Lean Start up, and others. The project will follow the phases of human centred design (HCD) to synthesise real-time research, approach ideation and investigation on parallel tracks. Teams will present their work at the end of term and vote on each other’s presentations. Exclusion: MARK6002
Enrollment condition: completion of MARK5700 or MARK5800 as the pre-requisite course (students' program and WAM no longer required).

Teaching Times and Locations

Please note that teaching times and locations are subject to change. Students are strongly advised to refer to the Class Timetable website for the most up-to-date teaching times and locations.

View course timetable

Course Policies & Support

Course Aims and Relationship to Other Courses

The premises of this course are that:

(i) all people are naturally creative, and

(ii) everyone’s creative abilities can be improved (just like all your other abilities) through learning and practicing certain skills and techniques.

The course is intended for students who want to enhance their innovation and creative thinking skills in business and other domains. More specifically, the course is designed to help students:

  1. Stimulate creativity in themselves and others.
  2. Learn the impact of innovation on growth creation.
  3. Understand several innovation concepts/ methodologies.
  4. Apply creative and design thinking to real-world business situations.
  5. Learn how to build and lead an innovation team.
The ultimate goal of the course is to change the way each student views themselves and re-design their focus on career and leadership. Students are expected to leave this course with a better understanding of themselves and how to recognise and drive their own creativity in the business setting.

2. Staff Contact Details

Position Title Name Email Location Phone Consultation Times
Lecturer-in-chargeProfMunib Karavdic9am -12pm: Business School Building Room 115 1pm – 5pm: Business School Building Ground floor - The Place G240401 688 491During the class - Saturday 4-5pm

3. Learning and Teaching Activities

Approach to Learning and Teaching in the Course

The course consists of a combination of lectures, class discussions, case discussions, class exercises, guest lectures, and a major project. Lectures and class discussions focus on the text and reading materials and provide the theoretical underpinnings of the course. Management problems, in the form of cases, are assigned to enable the student to apply their knowledge. Independent study is a major part of the course, as the project requires much out-of-classroom work done in teams.

The entire course has 30 hours structured teaching (6 hours per week) and 6 hours unstructured teaching. Unstructured teaching means that students need to spend 6 hours on interviewing people on the street and test their concepts with targeted clients between classes. It is conducted between the 1st and 2nd weeks as well as between the 4th and 5th weeks.

Learning Activities and Teaching Strategies

Rather than merely rehashing concepts developed in the text, class sessions will be devoted to probing, extending and applying text material. It will be assumed that students have read the text assignments and readings for the week and that they will be ready for discussion in class. Students may be called upon to open the readings or the case. It is absolutely critical that you be able to follow a discussion, synthesise and evaluate perspective.

The pedagogical philosophy in this course is that of ‘learning by doing’. Concepts that are discussed and knowledge gained in class will be applied to ‘real life’ problems through the major project that students will work on, in groups.

The course stresses interactive teaching and discovery-based learning.

  • The lectures are interactive, and we look for active student contribution through discussion and questioning that reflects reading and experience.
  • The targeted readings for each topic reinforce the understanding and learning experience.
  • Cases and guest lecturers encourage you to explore theoretical concepts in a practical situation.
  • The major project is designed to help further develop your creative, analytic and communication skills.
  • The design of assessment tasks reinforces crucial knowledge and skills areas.

The sessions will be run by a combination of lecture, external presentations from industry experts, class discussion, presentations, and workshop activity. For most weeks, there will be a presentation by an industry expert.

There will be one group assignment covering Human Centred Design (HCD) approaches for innovation and growth.

Active participation is an important component of the Master of Marketing program. All students are expected to participate in class discussions and activities as well as, at various times throughout the session, making contributions to the discussion. For each class meeting, articles will be assigned. Students are expected to have read the articles before coming to the class.

5. Course Resources

Prescribed text

Innovating for People: Handbook of Human-Centred Design Methods, by LUMA Institute, 2012

Journal articles and other readings are listed in the detailed class by class session schedule on Moodle.


Journals are a particularly rich source of material on relationship marketing and CRM. During the course specific articles will be recommended from journals such as:

  • California Management Review
  • Harvard Business Review
  • McKinsey Quarterly
  • MIT Sloan Management Review

Other resources

  • Group and individual exercises and discussion questions
  • Visiting speakers from industry

6. Course Evaluation & Development

Feedback is regularly sought from students and continual improvements are made based on this feedback. At the end of this course, you will be asked to complete the myExperience survey, which provides a key source of student evaluative feedback. Your input into this quality enhancement process is extremely valuable in assisting us to meet the needs of our students and provide an effective and enriching learning experience. The results of all surveys are carefully considered and do lead to action towards enhancing educational quality.

At the end of each class, students are asked to take a minute writing an assessment of that class in the Moodle. You are asked to address two questions:

  1. What went well in today's class; what part was particularly stimulating.
  2. What didn't work as well; what part was confusing or too peripheral.

These papers are unsigned and ungraded. Their sole purpose is to provide constructive feedback to permit continuous improvement in the content and form of the course.

7. Course Schedule

Note: for more information on the UNSW academic calendar and key dates including study period, exam, supplementary exam and result release, please visit:
Week Activity Topic Assessment/Other
Week 6: 8th of JulyLecture/Practice

1a. Introduction and course overview

1b. Human Centred Design Innovation

1c. Project start – Problem framing, preparation for customer interviews


  • The Design of Everyday Things, Don Norman, Basic Books, 2013
  • Thinking and doing ethnography in service design, Segelstrom, Raijmakers & Holmlid, 2009
  • Book chapters: Innovating for People: Handbook of Human-Centred Design Methods: Problem Framing (pages 48-57); Looking (pages 1-26)
Week 7: 15th of JulyLecture/Practice

2a. Ten Types of innovation 2b. Customer insights and opportunities

  • You need an innovation strategy, HBR, July 2015
  • What Is Disruptive Innovation? HBR, December 2015.
  • Ten types of Innovation:
  • Book chapters: People & Systems (pages 29- 40); Patterns & Priorities (40 – 48)
Week 8: 22nd of JulyLecture/Practice

3a. Blue Ocean Strategy

3b. Crowdsourcing innovation

3c. Ideation and concepts preparation

  • Blue Ocean Strategy, Kim & Mauborgne, CMR, 2005
  • Using the crowd as an innovation partner, HBR April 2013
  • Book chapters: Concept Ideation (pages 57 - 68)
Week 9: 29th of JulyLecture/Practice

4a. Creating a Culture of Innovation

4b. Envisioning and prototyping

  • How Innovative Is Your Company’s Culture? MIT Sloan Management Review, Spring 2013
  • Prototyping is the short hand of design, Tom Kelley, 2001
  • Book chapters: Modelling & Prototyping (pages 68-76); Design Rationale (76 – 83)
Week 10: 5th of AugustLecture/Practice

5a. Innovation implementation

5b. Business model innovation

5c. Team project presentations

  • Why the Lean Start-up Changes Everything? HBR May 2013
  • Hypothesis-Driven Entrepreneurship: The Lean Start up, HBS, 2013

8. Policies and Support

Information about UNSW Business School protocols, University policies, student responsibilities and education quality and support.

Program Learning Outcomes

The Business School places knowledge and capabilities at the core of its curriculum via seven Program Learning Outcomes (PLOs). These PLOs are systematically embedded and developed across the duration of all coursework programs in the Business School.

PLOs embody the knowledge, skills and capabilities that are taught, practised and assessed within each Business School program. They articulate what you should know and be able to do upon successful completion of your degree.

Upon graduation, you should have a high level of specialised business knowledge and capacity for responsible business thinking, underpinned by ethical professional practice. You should be able to harness, manage and communicate business information effectively and work collaboratively with others. You should be an experienced problem-solver and critical thinker, with a global perspective, cultural competence and the potential for innovative leadership.

All UNSW programs and courses are designed to assess the attainment of program and/or course level learning outcomes, as required by the UNSW Assessment Design Procedure. It is important that you become familiar with the Business School PLOs, as they constitute the framework which informs and shapes the components and assessments of the courses within your program of study.

PLO 1: Business knowledge

Students will make informed and effective selection and application of knowledge in a discipline or profession, in the contexts of local and global business.

PLO 2: Problem solving

Students will define and address business problems, and propose effective evidence-based solutions, through the application of rigorous analysis and critical thinking.

PLO 3: Business communication

Students will harness, manage and communicate business information effectively using multiple forms of communication across different channels.

PLO 4: Teamwork

Students will interact and collaborate effectively with others to achieve a common business purpose or fulfil a common business project, and reflect critically on the process and the outcomes.

PLO 5: Responsible business practice

Students will develop and be committed to responsible business thinking and approaches, which are underpinned by ethical professional practice and sustainability considerations.

PLO 6: Global and cultural competence

Students will be aware of business systems in the wider world and actively committed to recognise and respect the cultural norms, beliefs and values of others, and will apply this knowledge to interact, communicate and work effectively in diverse environments.

PLO 7: Leadership development

Students will develop the capacity to take initiative, encourage forward thinking and bring about innovation, while effectively influencing others to achieve desired results.

These PLOs relate to undergraduate and postgraduate coursework programs.  Separate PLOs for honours and postgraduate research programs are included under 'Related Documents'.

Business School course outlines provide detailed information for students on how the course learning outcomes, learning activities, and assessment/s contribute to the development of Program Learning Outcomes.



UNSW Graduate Capabilities

The Business School PLOs also incorporate UNSW graduate capabilities, a set of generic abilities and skills that all students are expected to achieve by graduation. These capabilities articulate the University’s institutional values, as well as future employer expectations.

UNSW Graduate CapabilitiesBusiness School PLOs
Scholars capable of independent and collaborative enquiry, rigorous in their analysis, critique and reflection, and able to innovate by applying their knowledge and skills to the solution of novel as well as routine problems.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 7: Leadership development

Entrepreneurial leaders capable of initiating and embracing innovation and change, as well as engaging and enabling others to contribute to change
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 6: Global and cultural competence
  • PLO 7: Leadership development

Professionals capable of ethical, self-directed practice and independent lifelong learning
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 5: Responsible business practice

Global citizens who are culturally adept and capable of respecting diversity and acting in a socially just and responsible way.
  • PLO 1: Business knowledge
  • PLO 2: Problem solving
  • PLO 3: Business communication
  • PLO 4: Teamwork
  • PLO 5: Responsible business practice
  • PLO 6: Global and cultural competence

While our programs are designed to provide coverage of all PLOs and graduate capabilities, they also provide you with a great deal of choice and flexibility.  The Business School strongly advises you to choose a range of courses that assist your development against the seven PLOs and four graduate capabilities, and to keep a record of your achievements as part of your portfolio. You can use a portfolio as evidence in employment applications as well as a reference for work or further study. For support with selecting your courses contact the UNSW Business School Student Centre.

Academic Integrity and Plagiarism

Academic Integrity is honest and responsible scholarship. This form of ethical scholarship is highly valued at UNSW. Terms like Academic Integrity, misconduct, referencing, conventions, plagiarism, academic practices, citations and evidence based learning are all considered basic concepts that successful university students understand. Learning how to communicate original ideas, refer sources, work independently, and report results accurately and honestly are skills that you will be able to carry beyond your studies.

The definition of academic misconduct is broad. It covers practices such as cheating, copying and using another person’s work without appropriate acknowledgement. Incidents of academic misconduct may have serious consequences for students.


UNSW regards plagiarism as a form of academic misconduct. UNSW has very strict rules regarding plagiarism. Plagiarism at UNSW is using the words or ideas of others and passing them off as your own. All Schools in the Business School have a Student Ethics Officer who will investigate incidents of plagiarism and may result in a student’s name being placed on the Plagiarism and Student Misconduct Registers.

Below are examples of plagiarism including self-plagiarism:

Copying: Using the same or very similar words to the original text or idea without acknowledging the source or using quotation marks. This includes copying materials, ideas or concepts from a book, article, report or other written document, presentation, composition, artwork, design, drawing, circuitry, computer program or software, website, internet, other electronic resource, or another person's assignment, without appropriate acknowledgement of authorship.

Inappropriate Paraphrasing: Changing a few words and phrases while mostly retaining the original structure and/or progression of ideas of the original, and information without acknowledgement. This also applies in presentations where someone paraphrases another’s ideas or words without credit and to piecing together quotes and paraphrases into a new whole, without appropriate referencing.

Collusion: Presenting work as independent work when it has been produced in whole or part in collusion with other people. Collusion includes:

  • Students providing their work to another student before the due date, or for the purpose of them plagiarising at any time
  • Paying another person to perform an academic task and passing it off as your own
  • Stealing or acquiring another person’s academic work and copying it
  • Offering to complete another person’s work or seeking payment for completing academic work

Collusion should not be confused with academic collaboration (i.e., shared contribution towards a group task).

Inappropriate Citation: Citing sources which have not been read, without acknowledging the 'secondary' source from which knowledge of them has been obtained.

Self-Plagiarism: ‘Self-plagiarism’ occurs where an author republishes their own previously written work and presents it as new findings without referencing the earlier work, either in its entirety or partially. Self-plagiarism is also referred to as 'recycling', 'duplication', or 'multiple submissions of research findings' without disclosure. In the student context, self-plagiarism includes re-using parts of, or all of, a body of work that has already been submitted for assessment without proper citation.

To see if you understand plagiarism, do this short quiz:


The University also regards cheating as a form of academic misconduct. Cheating is knowingly submitting the work of others as their own and includes contract cheating (work produced by an external agent or third party that is submitted under the pretences of being a student’s original piece of work). Cheating is not acceptable at UNSW.

If you need to revise or clarify any terms associated with academic integrity you should explore the 'Working with Academic Integrity' self-paced lessons available at:

For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorials for all new UNSW students: For information on student conduct see:

For information on how to acknowledge your sources and reference correctly, see: If you are unsure what referencing style to use in this course, you should ask the lecturer in charge.

Student Responsibilities and Conduct

Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed.

Information and policies on these topics can be found on the 'Managing your Program' website.


It is expected that you will spend at least ten to twelve hours per week studying for a course except for Summer Term courses which have a minimum weekly workload of twenty to twenty four hours. This time should be made up of reading, research, working on exercises and problems, online activities and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities.

We strongly encourage you to connect with your Moodle course websites in the first week of semester. Local and international research indicates that students who engage early and often with their course website are more likely to pass their course.

View more information on expected workload


Your regular and punctual attendance at lectures and seminars or in online learning activities is expected in this course. The Business School reserves the right to refuse final assessment to those students who attend less than 80% of scheduled classes where attendance and participation is required as part of the learning process (e.g., tutorials, flipped classroom sessions, seminars, labs, etc.).

View more information on attendance

General Conduct and Behaviour

You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class.

View more information on student conduct

Health and Safety

UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others.

View more information on Health and Safety

Keeping Informed

You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university e-mail address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details.

Student Support and Resources

The University and the Business School provide a wide range of support services and resources for students, including:

Business School EQS Consultation Program
The Consultation Program offers academic writing, literacy and numeracy consultations, study skills, exam preparation for Business students. Services include workshops, online resources, individual and group consultations.
Level 1, Room 1035, Quadrangle Building.
02 9385 4508

Communication Resources
The Business School Communication and Academic Support programs provide online modules, communication workshops and additional online resources to assist you in developing your academic writing.

Business School Student Centre
The Business School Student Centre provides advice and direction on all aspects of admission, enrolment and graduation.
Level 1, Room 1028 in the Quadrangle Building
02 9385 3189

UNSW Learning Centre
The UNSW Learning Centre provides academic skills support services, including workshops and resources, for all UNSW students. See their website for details.
Lower Ground Floor, North Wing Chancellery Building.
02 9385 2060

Educational Support Service
Educational Support Advisors work with all students to promote the development of skills needed to succeed at university, whilst also providing personal support throughout the process. Check their website to request an appointment or to register in the Academic Success Program.
John Goodsell Building, Ground Floor.
02 9385 4734

Library services and facilities for students
The UNSW Library offers a range of collections, services and facilities both on-campus and online.
Main Library, F21.
02 9385 2650

Moodle eLearning Support
Moodle is the University’s learning management system. You should ensure that you log into Moodle regularly.
02 9385 3331

UNSW IT provides support and services for students such as password access, email services, wireless services and technical support.
UNSW Library Annexe (Ground floor).
02 9385 1333

Disability Support Services
UNSW Disability Support Services provides assistance to students who are trying to manage the demands of university as well as a health condition, learning disability or who have personal circumstances that are having an impact on their studies. Disability Advisers can arrange to put in place services and educational adjustments to make things more manageable so that students are able to complete their course requirements. To receive educational adjustments for disability support, students must first register with Disability Services.
Ground Floor, John Goodsell Building.
02 9385 4734

UNSW Counselling and Psychological Services
Provides support and services if you need help with your personal life, getting your academic life back on track or just want to know how to stay safe, including free, confidential counselling.
Level 2, East Wing, Quadrangle Building.
02 9385 5418