Product and Service Innovation Management - 2017

Unit summary


  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP1 , SP3
  • Availability for 2017: SP1 , SP3
  • Assessment: Assignment 1 - Minor (15-25%) , Assignment 2 - Major (Group)(30-40%) - Learn more

Unit provided by

2017 Fees
Domestic 2,893.00
HECS 1,324.00
International 3,143.00

To remain competitive, corporations must create superior value to their target market through the development and management of innovative products and services that are perceived to be superior by customers as compared to the competitors’ offerings. The aim of this unit is to build on the foundational marketing concepts by developing a deeper understanding of the steps involved in the development of new products and services, and the strategies in managing product and service innovation to deliver superior value to customers. Specific objectives address innovation, services & product development and management issues from a marketing management approach (that is to say, with a lesser emphasis on other approaches such as economic, technical or purely creative - these areas are not ignored but are treated as contributory disciplines).

Please note: assessment values are indicative only, details will be advised at the start of the unit.

On successful completion of this unit, students will be able to:

  1. Describe the process of taking an innovation to the market place
  2. Plan the implementation of the entire process related to the launch of a selected product or service
  3. Critically appraise the viability of a new product or service launch
  4. Describe the importance of the services sector in Australia and globally
  5. Explain the differences between goods and services and specific problems associated with the marketing of services
  6. Review various options for the marketing and management of product and service innovation using both theoretical and practical approaches.
  • Assignment 1 — Minor (15-25%)
  • Assignment 2 — Major (Group)(30-40%)
  • Invigilated Exam — (40-50%)
For more information on invigilated exams see Exams and results

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1The meaning, importance and function of the product management role in business today
2The impact of product management practices on the development of goods and services based products
3The range of concept-generating techniques used for new product and service development
4The means of evaluating new product and services ideas
5Preparation of a product/service, a product/service launch plan and its importance as a marketing control tool for new products and services
6The importance of product positioning within the target marketing process, branding, packaging and the importance of successful working relationships
7The dimensions and measurements of service quality and customer satisfaction
8International aspects of product and service management
9The importance of successful working relations within the organisation, particularly with sales, production, supply and research and development

This unit is delivered using the following methods and materials:

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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