Marketing and Innovation

• • Sources and types of innovation
  • Technology and digitalisation as platforms of innovation
  • New product/service development process
  • Market adoption, diffusion of innovation, and protection of innovation
  • Customer experience and blueprint
  • Service dominant logic
  • Roles of customers, front-line employees and leadership in co-/creating and managing innovation
  • Quality dimensions and analysis of gaps between expectation and delivery
  • The ethical and social impact of marketing practices on the development of experience-focused innovation

Equivalent subjects

You cannot enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:

• SWI-MKT20024-Product and Service Innovation Management

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

SWI-MKT10007-Fundamentals of Marketing ;

Others

(MKT10007 or if applicable AVA10004)

Special requirements

No special requirements

This subject aims to introduce students to the process of product/service development, starting from idea generation which should be aimed at satisfying consumers’ current and latent needs, to building prototypes with the aim of improving the customer experience, and ultimately bringing the innovation to the market place. The role of digital technology throughout the product/service development process will be discussed from crowd idea generation via online community and lead users, to using digital technology as part of the delivery process and linking into distribution channels such as Amazon Go or Netflix to foster customer loyalty and repurchase.

• Portfolio + Presentation - Individual (40-50%%)
• Report + Presentation - Individual (20-40%%)
• Tests - Individual (20-30%%)