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)

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

Module learning hours are broken down into 24hrs of ‘scheduled learning and teaching activities’ comprising predominantly lectures/seminars/tutorials, which take place during study days arranged at the start and periodically through the module, but may include some on-line activities. This is supported by 72hrs of ‘guided independent study’, comprising pre-reading ahead of study days, formative tasks submitted on-line, for review and feedback from the tutor and the student cohort, supplemented by additional directed reading, self-help tests and completion of assessment tasks/revision.

For the remainder of the learning hours students are expected to regularly engage with the learning material on Blackboard, by working through the material to reinforce the learning. Students will have additional support from the Module Tutor via email and/or phone.

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

1. DEMONSTRATE A SYSTEMATIC UNDERSTANDING AND AWARENESS OF NEW INSIGHTS OF CONTEMPORARY MARKETING MANAGEMENT ISSUES PERTAINING TO THE DEVELOPMENT AND LAUNCH OF INNOVATIVE NEW PRODUCTS (Knowledge & Understanding, Learning)
2. DEMONSTRATE A COMPREHENSIVE UNDERSTANDING AND CRITICAL EVALUATION OF CUSTOMER PSYCHOLOGY AND ITS IMPACT ON THE ADOPTION AND DIFFUSION OF INNOVATION (Analysis, Application, Enquiry)
3. DEMONSTRATE ORIGINALITY IN THE APPLICATION OF KNOWLEDGE, TOGETHER WITH CRITCAL EVALUATION OF CONTEMPORARY GLOBAL DEVELOPMENTS IN MARKETING INNOVATIVE NEW PRODUCTS AND THE APPLICATION OF SUSTAINABILITY, CORPORATE SOCIAL RESPONSIBILITY, ECOMMERCE AND ETHICAL ASPECTS OF MARKETING INNOVATIVE NEW PRODUCTS. (Analysis, Application, Problem Solving)
4. DEVELOP MARKETING STRATEGIES TO INTRODUCE AND MANAGE INNOVATIVE NEW PRODUCT (Application, Communication)