MKT520 Managing Product and Service Innovation (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
In an era of change all 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.
Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT520
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Enrolment restrictions:
Postgraduate students only
Objectives:
Upon successful completion of this subject, students should:
* be able to explain why innovation is important to organisations and develop a comprehensive innovation strategy
* be able to identify challenges companies face in new product development and make recommendations on how a company could increase its chances of success in new product development
* be able to describe in detail the various stages various stages of the new product development process and the contribution each stage makes to a successful product launch
* be able to appreciate the particular challenges that service companies face in developing new services and demonstrate the capacity to apply techniques designed to meet the particular needs of service companies
* be able to demonstrate the capacity to develop a plan to guide a new product (or service) from an initial idea or opportunity through to a successful market launch
Syllabus:
The subject will cover the following topics:
. Innovation strategy and the innovation process
. Success factors in new product development
. The new product development process
. Developing new services
. New product strategy
. Idea generation
. Concept evaluation
. Financial analysis & sales forecasting
. Design and product testing
. Managing the NPD team & speed to market
. Market planning for launch
. Market testing
. Launch management & product deletion
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.