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MKT520

Abstract

In an era where established business models are being constantly challenged or disrupted, organisations need a culture of innovation and continuous improvement. This subject looks at innovation in an organisational context as well as examining the challenges companies face in developing successful new products and services. The activities involved in bringing a new product or service from an initial idea or opportunity through to a successful launch are examined in detail.

MKT520 – Managing Product and Service Innovation will cover the following topics:

  • Introducing Innovation
  • Managing innovation within organisations
  • Managing organisational knowledge and intellectual property
  • Strategic alliance and networks
  • Open innovation and technology transfer
  • New product development models
  • Factors for new product success
  • Service innovation
  • Product and brand strategy
  • The role of market research in new product development
  • Design
  • Managing the new product development process across the organisation

Assessment

  1. Innovation padlet webpage (10%)
  2. Innovation audit report (3000 words – 30%)
  3. NPD practices report (3500 words 0 35%)
  4. Presentation and reflection (25%)

Subject Availability

Session 1 (March)

The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.