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Managing Creativity & Innovation

  • Delivery:

This Build your own MA (BYOMA) short course will allow you to appraise analytical and theoretical perspectives on the complexity of the management of creativity and innovation, and creative leadership, as it relates to work organisations in general and media organisations in particular; and to critically analyse various strategies and approaches to building effective managerial and leadership techniques to foster innovation and creativity.

In the media, your business probably relies on creative people. Encouraging creativity and innovation should be at the heart of what you do. You will carry out a piece of work to inform your own reflections and choices about your past, present and future involvement in the management of creativity and support of innovation in an organisational context.

See more course details.

Key information

Next start date:

13-14 March 2020


Bournemouth University, Lansdowne Campus


Two-day creative retreat followed by seven weeks of online learning

Entry requirements:

This course is open to media professionals with an undergraduate degree and the required work experience in a relevant industry and to non-graduates with significant and relevant work experience who can demonstrate an ability to both complete and benefit from the course. If English is not your first language you'll need IELTS 7.0 (Academic) with minimum 6.5 in writing and 6.0 in the other 3 components or equivalent. For more information check out our international entry requirements.

Course details

Integral to our courses is the belief that people improve their professional practice by taking time out to reflect on and reassess what they currently do in the workplace and by sharing their real life experiences with the other like minded professionals. As a result each course is unique and geared to the experiences of the individuals that are participating, which may result in the course content altering slightly from course to course.

This short course will examine topics such as:

  • Integrated marketing communications: conceptual alternative frameworks
  • Critical assessment of the benefits and tensions of IMC
  • Responsible and ethical marketing communication, including privacy/intrusion issues
  • The value and impact of customer databases for improved targeting, relevance and payback
  • The changing promotional landscape and the implications for communications with customers and channels in the digital age
  • Characteristics / application / management / metrics and contribution to marketing communications related to: direct, digital, social & database marketing • customer relationship marketing • sales promotion • public relations • sponsorship • personal selling
  • Broadscale, personalised and interactive media options used by these disciplines to deliver communication to defined target audience
  • The formulation and successful delivery of integrated marketing communications plans from objective setting to budget justification and campaign evaluation
  • Working with agencies and other suppliers, including outsourced service providers such as contact centres
  • Selecting/Briefing/Evaluating both specialist and integrated agencies
  • Effective teamwork and presentation skills
  • Preparing case study proposals to demonstrate the written capability of convincing management of strategic analysis / recommended solutions/investment.

Programme Specification

Programme specifications provide definitive records of the University's taught degrees in line with Quality Assurance Agency requirements. Every taught course leading to a BU Award has a programme specification which describes its aims, structure, content and learning outcomes, plus the teaching, learning and assessment methods used.

View the programme specification for Build Your Own MA (BYOMA) – Media Short Course Framework (pdf 440kb).

Whilst every effort is made to ensure the accuracy of the programme specification, the information is liable to change to take advantage of exciting new approaches to teaching and learning as well as developments in industry. If you have been unable to locate the programme specification for the course you are interested in, it will be available as soon as the latest version is ready. Alternatively please contact us for assistance.

How you study

Designed to be flexible to the needs of working professionals, this course minimises your time away from the workplace. You just need to join us for a two day creative retreat, typically a Friday and Saturday in Bournemouth which kick starts the course and gives you a chance to meet your fellow students and engage with the academic team. It will be an intensive two days but a valuable learning experience, giving you the opportunity to share ideas with like-minded professionals.

The retreat provides a firm foundation for the following seven weeks during which you will further develop your knowledge and explore the concepts in more detail - using our online learning environment and discussion forums. The supported online study helps to prepare you for the academic assignment (equivalent to 5000 words), the specific subject matter and content of which is determined by your interests and professional context. On successful completion of this assignment you will be awarded 20 academic credits (level 7 - Masters/Postgraduate level) which you can use to build your own tailored postgraduate qualification by undertaking other Build Your Own MA (BYOMA) media short courses

With BYOMA courses available in the areas media management, creative media, journalism, computer animation, marketing communications and creative education, you can mix and match courses to suit your own needs and interests. Complete three of these courses (60 level 7 credits) to achieve a Postgraduate Certificate, six courses (120 level 7 credits) for a Postgraduate Diploma or go on to take the Masters Project (40 level 7 credits) and Exhibition (20 level 7 credits) for a full Masters (180 level 7 credits).

Additional information