To mirror the dynamic nature of teams working on innovative projects in business settings, students; demonstration of a systematic understanding & awareness of new insights into contemporary marketing management issues pertaining to the development and launch of innovative new products.

There will be two elements of assessment;

1. A 15 minute group presentation (40%) which assesses LO' s 1&2
Demonstration of a systematic understanding and awareness of new insights of contemporary marketing management issues pertaining to the development and launch of innovative new products AND
Demonstration of a comprehensive understanding and critical evaluation of customer psychology and its impact of the adoption and diffusion of innovation
2. One individual 2,500 word assignment (60%) which assesses LO3.
To include a 500-word critically reflective element relating to the relevant underpinning customer-focus & career ambition management & leadership competencies as they relate to this assignment which assesses LO4.

Learning
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.

Practice
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

1. Characterise to enable systematic understanding and awareness of new insights of contemporary marketing management issues pertaining to the development and launch of innovative new products Knowledge and understanding

2. Demonstrate a comprehensive understanding and critical evaluation of customer psychology and its impact of the adoption and diffusion of innovation via formulation of marketing objectives and marketing strategies to introduce and manage innovative new products and/or services.
Analysis

3. Demonstrate originality in the application of knowledge, together with critical 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
Communication

4. Reflect on and demonstrate development of associated underpinning customer focus and drive for results competencies to enhance employability and/or career advancement in positions of management & leadership.
Reflection

Learning
• Learning will be organised into a series of sessions where students will be required to prepare & contribute.


Practice
• Sessions will be based around problem/practice based case examples and students will work towards a range of solutions.
• Specification of marketing objectives, identifying constraints plus generation of supporting/background information and application of related theory & knowledge.

A mixture of lectures incl. case studies, videos, in-class group debates, presentations & discussions plus student seminars, individual and/or group problem solving and self-directed learning and directed reading outside class.
Contact will include a mixture of small and larger group activities based on the principles of practice and problem based learning.

The guided learning will incorporate a mixture of activities. The learning will be facilitated by use of the VLE platform and discussions/interactions between students and tutors.
To facilitate contribution to group discussions, independent learning is required to accumulate an understanding of contemporary marketing innovations, customer psychology and marketing strategy.

The module incorporates a wide range of approaches to teaching & learning developing essential skills in:

• communication
• problem solving
• research
• teamwork
• presentation plus
• argument & judgement
• ICT systems

This module can also be undertaken as part of the Blended Learning (BL) delivery pattern. BL is defined as the thoughtful integration of each of the following in order to maximise student flexibility:
- Independent study (student reading/research and assessment preparation);
- Guided independent study (homework, group tasks and e-support in Blackboard);
- Online scheduled contact time (at least 10% of total contact time is online lessons where the tutor is ‘present’) and
- Classroom contact time.
Learning activities may include (this list is not exclusive):
- Presentation activities;
- Structured discussion activities;
- Group work activities;
- Reflection activities;
- Formative and summative assessment activities;
- Problem-based learning activities.

• VLE - Blackboard
• Library
• Selected problem/practice based case examples
• Academic Journals
• Industry reports
• Videos

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Smith, D. (2015), Exploring Innovations,MgGraw Hills Education. ISBN: 97880077158408

Morh, j., Sengupta, S. and Slater, S. (2013), Marketing of High-Technology Products and Innovations, Pearsons New International Editions. ISBN:9781292040332

Midgley, D.F. (2015), Innovation and New Product Marketing, Routledge Library Editions: Marketing. ISBN: 978-1-138-78839-8

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

A full list of additional core texts and journal articles will provided in the Module Handbook