This module allows students to extend their knowledge and understanding of innovation and new product marketing. It is based around conceptual understanding of what a new product is and illustrating effective new product marketing practices through a systematic new product marketing process. Indicative topics are:
• New Products Marketing and Innovation
• New Product Strategies
• Models on New Product Development
• Market Research and its Influence on New Product Development
• Managing the New Product Development Process from Idea Generation to Commercialisation (and this includes national and global rollouts).
• The Marketing/R&D Interface
Private Study: 127
Contact Hours: 23
Total: 150
Main assessment methods:
Individual Report (up to 1000 words) (25%)
VLE test (15%)
Examination, 2 hours (60%)
Reassessment method:
100% Exam
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate systematic understanding of the terms "new product" and "innovation".
- Demonstrate conceptual understanding of the contribution of new product development to the firm and the factors that can be attributed to the success and failure of new products.
- Demonstrate understanding of the new product development process and associated ambiguity and limits of knowledge.
- Understand the research techniques useful to new product marketing that are at the forefront of a discipline..
- Demonstrate understanding of the issues involved in and limits of knowledge associated with managing through the Product Life Cycle (PLC).
- Demonstrate systematic understanding of the interaction between New Product Development and Management.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate enhanced ability to self-manage.
- Demonstrate enhanced ability to work in interdisciplinary areas.
- Demonstrate enhanced ability to address practical new product marketing problems with a focus on identifying and interpreting analytical information with the use of scholarly reviews and primary resources (e.g. refereed journal articles)
- Communicate effectively to a variety of audiences and/or using a variety of methods.
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