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

Students will engage in structured learning prior to attending an intensive study week at the University's campus. The study week will, through discussion, debate and application, explore the learning students engaged in prior to attending the University. Following the study week and prior to completing assessment students will engage with guided learning which will consolidate all new knowledge and understanding.

VLE
Library
Academic Journals
Industry reports
Videos

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)