This module will focus on a visionary approach and embed innovation to help organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting a specific innovation.

The module will focus on the marketing management of innovative new products within the context of small entrepreneurial firms and large established global organisations. The module will also explore the challenges faced by marketers, entrepreneurs and consultants in bringing an innovative product to the market as the pace of change continues to increase and the threat of disruption becomes the new normal. The module will also examine the drivers of market adoption and evaluate marketing strategies for successful launch of innovative new products and/or services.



The purpose of this module is to develop a solid understanding of product and/or service innovation from a strategic managerial and marketing perspective. This module builds on knowledge marketing concepts and complements this knowledge by developing a deeper understanding of strategic marketing aspects of sustainable innovation. It involves not only an application and extension of marketing concepts within the context of strategic innovation management, but also the further development of consumer market analysis skills and enhance business communication skills required to work effectively within a marketing team.



Indicative content includes:

Awareness of the challenges of taking innovative new product and/or service innovation to an international market and to secure a competitive advantage by examine the theories, models and frameworks

When and why do customers fail to adopt innovative new products' understanding the adoption and diffusion of innovation

Awareness of ethical, social, cultural and environmental implications of business issues and practice

Assess market opportunities by undertaking in-depth desk research on the sector within an international marketplace and addressing critical implications

Managing and understanding the practical commercialisation strategies to bring the innovative new product to market – including sources and types of innovation, market entry choice and timing and marketing management of product and/or service innovation strategy

Understanding of go-to-market strategies, creative digital marketing strategies and marketing mix tactics that create value for customers and fuel growth

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 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.

Analysis, Application, Problem-solving.

4. Develop marketing strategies and tactics to launch the innovative new product in an international market.

Application, communication.

VLE learning support material to be provided for independent /self-directed learning.

Module handbook

Open Textbook Library and Open access http://www.oapen.org/home

Selected contemporary problem practice-based case examples

Academic books and Academic Journal articles

Bessant, J.R. and Tidd, J., Innovation and Entrepreneurship (2015), Wiley, ISBN 13: 9781118993095

Brem, A., Viardot, E., Adoption of Innovation: Balancing Internal and external stakeholders in the Marketing of Innovation (2016), Springer International Publishing AG, ISBN: 9783319343877

Cooper, R.G. and Edgett, S.J., Generating Breakthrough New Product Ideas: Feeding the Innovation Funnel (2019), ISBN:

9781466647497

Doyle, P., Bridgewater, S., Innovation in Marketing, (2018), (ISBN: 9781138441071)

Pantano, E., Bassano, C. and Priporas, C-V. (2018), Technology and Innovation for Marketing (2018), Routledge. eBook ISBN9780429451560

Prabhu, J., Marketing and Innovation (2014), The Oxford Handbook of Innovation Management

Pradeep, A. K., Appel, A. and Sthanunathan, S., AI for Marketing and Product Innovation (2018), Wiley ISBN: 9781119484097

Christiansen, B., Yildiz, S. and Yildiz, E., Transcultural marketing for incremental and radical innovation (2014)

ISBN-13 ¿: ¿ 978-1466647497Schilling, M.A., Strategic Management of Technological Innovation (2019), McGraw Hill.

*More current and updated textbooks will be included to support learning.

This module will focus on a visionary approach and embed innovation to help organisation deal with the challenges of a fast-moving marketplace. The module will focus on the marketing management of innovative new products within the context of small entrepreneurial firms and large established global companies where students will explore the challenges faced by marketers, entrepreneurs, and consultants in bringing an innovative product to the market as the pace of change continues to increase and the threat of disruption becomes the new normal. The module will also examine the drivers of market adoption and evaluate marketing strategies for successful launch of innovative new products and/or services. It will also provide students with an understanding of customer psychology and its impact on the adoption and diffusion of innovation. The module will help students to appreciate the potential of creative marketing ideas and thinking, demonstrating how these can lead to competitive advantage in the global business arena.

To mirror the dynamic nature of teams working on launching innovative projects in marketing settings, you will be assessed via:

Group presentation of 15-minutes (weighted at 30%) - assesses Learning Outcome 1 and 2

One individual assignment of 3000 words (weighted at 70%) - assesses Learning Outcomes 3 & 4

Assessment 1: Group Presentation (30%) This proposal project will give students an opportunity to integrate the concepts covered in the lecture and apply them to the analysis and critical assessment of a market opportunity. You will need to identify critical implications these will have on the marketing of the sustainable innovation within the chosen international market (such as market entry timing) and assess the impact of these decisions on business performance.

Assessment 2: individual assignment of 3000 words (weighted at 70%)

It is required that no part of the assessment within the module falls below 50%. Any individual element that falls below 50% (will automatically be required to be re-sit and the maximum mark that can be achieved for the module will then be 50%.

Formative feedback on individual and/or group performance will be provided in a variety of ways throughout the module in individual and group during seminar sessions.

This module adopts an active, problem- and practice-based learning approach that values interactive learning and teaching. The foundations of this approach are tailored readings for each topic, combined with students’ experiences. Importantly it will draw upon the experience of both students and lecturer, via classroom discussion, to provide relevance via real world examples of concepts and models.

This class will be conducted in a three-hour session, which includes lecture-style segments and applied tutorial exercises. Besides knowledge of the discipline, effective marketers must also have skills related to analysis, decision-making and communication, so the class will provide opportunities to analyse cases, make innovation decisions for a real-live brand based on in-depth research and critical analysis on key stakeholders/ecosystems including competitive within the chosen international marketplace. You will be required to engage in class discussions. It is your responsibility to study the reading materials and business and industry reports prior to class so that you may contribute, participate intelligently and thus gain maximum value from the module.

The lectures will primarily summarise and synthesise the key points and readings and to explain and/or elaborate upon the more difficult principles. Furthermore, the lectures will be used to provide real world examples and managerial implications of theories, concepts and models.

The major group project (30%) and individual project (70%) will give you an opportunity to integrate the concepts covered in the lecture and apply them to decision making in a business case study. You will need to formulate strategic, operational and tactical decisions about new product and/or service innovation and assess the likely impact of these decisions on business performance. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of research-based work both individually and as part of a learning group and will receive formative feedback.

Students will be expected to obtain supplementary information from electronic sources as part of their preparation, as recommended by the lecturer.

Before each tutorial, students will be expected to have read the assigned case/materials and questions on Blackboard before the tutorial. Each case/situation analysis will require you to apply concepts discussed in previous lectures and its impact to the brand’s innovation. During the tutorial, students may be called upon to answer questions, lead discussion and/or debate case-related issues.

Contact will include a mixture of small and/or larger group activities, based on the principles of practice and problem-based learning. Learning will be organised into a series of sessions where students will be required to participate. Each session will be based around a problem or issue, and students will work towards a range of creative solutions by specifying objectives, identifying constraints, obtaining background information, applying related theory and knowledge based around the subject matter. Students will be expected to be familiar with contemporary discussions in this area of international business, and to bring a range of insights based on online research and reading to support learning and engagement with all key topics


The module will use a blend of teaching methods to enable different styles of learning to be facilitated. The differing methods will also be a platform for the development of essential skills such as intellectual skills, communication skills and problem solving, analytical and decision-making skills, as well as research, teamwork, presentation, referencing, argument, judgement and appropriate use of a wide range of digital resources to support learning.