Marketing and Innovation
From the initial idea through to delivery and distribution, walk through the steps required to rollout new products and services. Explore the role of digital technology. Improve the customer experience. Learn how to plan and implement a launch.
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Students who successfully complete this subject will be able to:
- Describe the scope of the marketing function and its role in a firm’s innovation process focusing on customer value creation and customer experience.
- Apply the knowledge of new product/service development processes as well as digital technology to formulate strategic, operational and tactical product/service innovation decisions.
- Develop a marketing plan related to the launch of a new product or service drawing on a range of evidence sources.
- Apply ethical principles and social considerations in the new product development process.
- Work and communicate effectively as an individual or in teams across a range of activities and contexts.
- 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
You cannot enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
You must have successfully completed the following subject(s) before starting this subject:
(MKT10007 or if applicable AVA10004)
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%%)