New Product Marketing - BUSN6930

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Canterbury
Autumn Term 6 15 (7.5) George Chryssochoidis checkmark-circle

Overview

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

Details

Contact hours

Total contact hours: 22
Private study hours: 128
Total study hours: 150

Method of assessment

Main assessment methods:
Group Report (2500- 3000 words) (25%)
VLE test (15%)
Examination, 2 hours (60%)

Reassessment method:
100% Exam

Indicative reading

Core text:
Crawford, C. Merle. And C. Anthony Di Benedetto (2019), New Product Management, 12th Edition, McGraw Hill-Irwin.

Supplementary texts:
Provided via refereed research articles and/or original materials appropriate to the discipline

See the library reading list for this module (Canterbury)

Learning outcomes

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.

Notes

  1. Credit level 6. Higher level module usually taken in Stage 3 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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