Delivered by expert academics
Please note that the staff described in the 'Who will you learn with?' section below may be subject to change.
Coventry University program
Creativity and Brand Storytelling
Apply theories and practices of creativity, innovation and brand storytelling
Given today’s increased access to marketing data, innovation and creativity have become increasingly targeted and competitive and therefore crucial to the sustainability of a business. Grounded in the theories of creativity, innovation, storytelling, consumer behaviour and marketing in the digital era, this module is designed to stretch your cognitive thinking, unleash your personal creativity and engage you in debates of how innovation and creativity continue to transform business models in the 21st century.
Learning outcomes
On successful completion of this program, you should be able to:
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Draw upon the concepts of imagination and creativity and critically debate the role of innovation and brand storytelling in business in the digital age
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Synthesise principles of design thinking and utilise digital capabilities, evaluate key trends and contemporary challenges of creative thinking and disruptive innovation
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Manifest the principles of creative thinking and the scopes, types, and processes of innovation in the context of contemporary digital marketing
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Appraise brand storytelling as a new language of marketing in the digital world and as an innovative strategy of creative organisational culture