New Product Marketing - CB693

Location Term Level Credits (ECTS) Current Convenor 2019-20
Canterbury Autumn
View Timetable
6 15 (7.5) PROF G Chrysochoidis




Available to short-term/exchange students



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. 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
• The marketing/R&D interface


This module appears in:

Contact hours

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

Method of assessment

Main assessment methods:
Group Report (3000 words) (40%)
Examination, 2 hours (60%)

Reassessment method:
Like for Like

Indicative reading

Core text:
Crawford, C. Merle. And C. Anthony Di Benedetto (2008), New Product Management, 8th Edition, McGraw Hill-Irwin.

Suggested 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.

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:
- Understand the terms "new product" and "innovation".
- Understand the contribution of new product development to the firm and the factors that can be attributed to the success and failure of new products.
- Understand how to identify opportunities, generate and test concepts.
- Understand and appreciate the new product development process.
- Understand the research techniques useful to new product marketing.
- Test and measure likely reaction to new products.
- Appreciate the issues involved in managing through the Product Life Cycle (PLC).
- Understand 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 with others.
- 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.
- Communicate effectively, particularly as a group.

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