CIM6DI: Driving Innovation
SummaryThe module outlines the importance of how taking a visionary approach, and embedding innovation,
can help organisations deal with the challenges of a fast - moving marketplace. It focuses on how an
understanding of the relationship between marketing and entrepreneurship can enable organisations
to deliver compelling marketing solutions.
It presents the key factors in building and nurturing innovation throughout the organisation and within the marketing function. It provides an appreciation of the role of internal marketing in supporting a culture of innovation and in implementing change programmes