| CODE | MRK3051 | |||||||||
| TITLE | Innovation Management and New Product Development | |||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 3 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | This study-unit will be organised around the following topics: - The Innovation Process; - Developing a Product Innovation Strategy; - Challenges in New Product Development; - Building a culture to foster product innovation; - Effective Organisational Arrangements for New product Development; - Managing the New-product Development Process. Study-unit Aims This study-unit is intended to help participants explain how organizations find and develop new-product ideas: the challenges companies face in developing new products; the organizational structures needed for new-product development; the main stages in new-product development and how each stage can be managed better. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: (1) develop a new product innovation strategy; (2) plan and execute a programme of organizational cultural change to foster product innovation; (3) put in place an effective organizational arrangement for new product development; (4) Manage effectively the different stages in the new product development process. 2. Skills: By the end of the study-unit the student will be able to: (1) understand stakeholders' resistance to change and have the skills to design ways how to handle change; (2) have the skill sets, technology knowledge, understanding of procedures and business dynamics required for new product development; (3) show competence in how the new product development process interferes with the management and the dynamics of the organization, and how the product development result should contribute to the business; and (4) establish realistic expectations in the development arena. Main Text/s and any supplementary readings Core Textbook: - Trott, P. (2008), Innovation Management and New Product Development 4th Edition. FT Prentice Hall. Additional Reading: For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing - Journal of Vacation Marketing |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Gavril Flores |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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