MKT520 Managing Product and Service Innovation (8)

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.

Subject Outlines
Current CSU students can view Subject Outlines for recent sessions. Please note that Subject Outlines and assessment tasks are updated each session.


Session 1 (30)
On Campus
CSU Study Centre Melbourne
Bathurst Campus

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.

Subject Information

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Postgraduate students only.

Assumed Knowledge

MKT501 or MBA503

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to critically reflect on the role of innovation in organisations and the challenges companies face in new product development;
  • be able to synthesise innovation literature to develop a theoretical framework for use in an audit of innovation practices of a specific organisation and make recommendations for improvement;
  • be able to evaluate the new product practices of an organisation and make recommendations for improvement that demonstrate knowledge of success factors in new product development; and
  • be able to examine and critically evaluate current new product activities in the market.


This subject 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


Current Students

For any enquiries about subject selection or course structure please contact Student Central or or phone on 1800 275 278.

Prospective Students

For further information about Charles Sturt University, or this course offering, please contact info.csu on 1800 275 278 (free call within Australia) or enquire online.

The information contained in the 2018 CSU Handbook was accurate at the date of publication: August 2018. The University reserves the right to vary the information at any time without notice.