Prandelli, E, Sawhney, M and Verona, G (2010), Collaboration with Customers to Innovate. Edward Elgar Publishing.
ISBN 9781849800587; e9781848442917

Tollin, K and Caru, A (2010), Strategic Market Creation: A new Perspective on Marketing and Innovation Management, John Wiley & Sons. ISBN: 0470694270

Trott, P (2012), Innovation Management and New Product Development, Financial Times Prentice Hall.
ISBN 9780273736561

A current list of additional core texts and journal articles may be provided in the Module Handbook

To mirror the dynamic nature of teams working on innovative projects in business settings, students will be assessed via:
1. Group presentation- 30%
(assesses Learning Outcomes 1 & 2)
2. One individual assignment of 2000 words' 70%
(assesses Learning Outcomes 3 & 4)

VLE
Library
Academic Journals
Industry reports
Videos

The module will focus on the marketing management of innovative new products within the context of small entrepreneurial firms and large established global companies. The module will also explore the challenges faced by marketers, entrepreneurs and consultants in bringing an innovative product to the market. The module will also examine the drivers of market adoption and evaluate marketing strategies for successful launch of innovative new products. Indicative content includes:
1. Development of innovative new products and new service innovation
2. When and why do customers fail to adopt innovative new products' understanding the adoption and diffusion of innovations
3. Marketing research - role and use in the development and launch of innovative new products
4. Managing the innovative new product development process
5. New product development for growth and innovative new product strategy

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.