What is the role of creativity in designing marketing campaigns? 1: Appraise the factors arising within the marketing environment, appreciate
the linkages between different parts of the marketing and business environment and their impact
on creative marketing
Learning Outcome 2: Evaluate the role creativity plays in key marketing concepts and the
interrelationship between them
In order to fully address this question, you will be required to use a range of academic sources
to inform your ideas/argument and substantiate their opinion. Practitioner insights are permitted
but are to be used sparingly.
When answering the question, you should be mindful of the learning outcomes listed above.
Ensure, for example, that you discuss the influence and/or impact of key drivers within the
business and marketing environment (e.g. competition) on marketing creativity, and how
creativity interplays with different marketing concepts such as the 4Ps, STP and so on. Linked
to this, familiarise yourself with the assessment criteria for this assignment so that you
understand how to demonstrate your achievement of the learning outcomes within your essay.
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