This module is not currently running in 2021 to 2022.
This module introduces students to core theories about innovation and new product marketing. It is based around understanding what a new product is and illustrating effective new product marketing practices through a systematic new product marketing process. It will include:
- 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
- The marketing/R&D interface
Lectures 11
Seminars 10
Independent study 129
Total hours 150
Examination – 2 hour, unseen 60%
Group Written Report (3000 words) 40%
The core text for this course is
• Crawford, C. Merle. And C. Anthony Di Benedetto (2008), New Product Management, 8th Edition, New York: McGraw Hill-Irwin.
Supplementary texts:
• Trott, P. (2012). Innovation Management and New Product Development, 5th Edition, London: Financial Times Prentice Hall
• Kahn, Kenneth B. (2004). The PDMA Handbook of New Product Development, 2nd Edition, London: John Wiley & Sons.
• Cooper, Robert G. (2001), Winning at New Products: Accelerating the Process from Idea to Launch, 3rd Edition, London: Basic Books.
Scientific Journals:
Journal of Product Innovation Management
Journal of Marketing
Technovation
R&D Management
International Journal of Innovation management
Creativity and Innovation Management
By the end of this module, students will be able to:
11.1 Demonstrate knowledge and understating of the nature of innovation and be able to identify the relevance and potential for innovation in value-creating, consumer-driven businesses
11.2 Understand and execute the crucial tasks in New Product Development from idea generation to commercialisation
11.3 Understand the firm-internal perspective and context of innovation, including the formulation of and decision for innovation strategies, organizational structures and designs for innovation, creativity and performance within innovation teams, cooperation between R&D and marketing in the new product development process, champions and promoters of innovation, the management of radical innovation and the measurement of innovation performance.
11.4 Apply appropriate (qualitative and quantitative) data analysis techniques to critically evaluate business' innovation performance and generate ideas for improving innovation performance
11.5 Demonstrate critical awareness of the key tools and techniques for mapping innovation, where to find information on leading edge approaches and have the ability to critically evaluate, select and systematically apply these in actual business situations
12. The intended generic learning outcomes
By the end of this module, students will be able to:
12.1 Reflect on their own skills, knowledge and practice, and to ensure their own continuing self-development.
12.2 Develop interpersonal and team-working skills.
12.3 Develop communication, skills, both orally and writing.
12.4 Develop research, analytical, evaluative and critical thinking skills.
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