In an increasingly interconnected and digitalised global marketplace, innovation and leadership have become essential drivers of successful marketing practices. This module examines the role of marketing leaders in C-suite positions at organisational levels such as Chief Marketing Officer (CMO); Chief Innovation Officer (CIO); and Chief Experience Officer (CXO) as agents of change, navigating the complexities of diverse cultural contexts, disruptive technologies, and rapidly shifting consumer behaviours in global environments. Students will explore the strategic implications of global marketing innovation, focusing on the tools, technologies, and frameworks that offer strategic solutions to complex marketing problems and shape high-impact, agile, and entrepreneurial marketing organisations.
The module emphasises the importance of a global perspective, ethical considerations, and adaptive strategies in marketing practices, preparing students to lead innovative and entrepreneurial marketing efforts that not only respond to, but also anticipate, major social, economic, and technological changes. Through case studies, industry insights, and practical applications, students will develop leadership, critical thinking, and problem-solving skills necessary to drive transformation and growth in today’s dynamic, globalised economy.