This unit focuses on the role of new products within the organisation and society. It explores each step in the new product development process, including the strategy, opportunity identification, design, testing, product launch and profit management. The theory of New Product Development is studied, with practical application of these concepts by students with their own new product project.

This third year marketing unit provides a managerial approach to new product development and implementation. It assumes a basic understanding of the fundamental principles of marketing and management. Some familiarity with marketing research is also strongly encouraged but not essential.

On successful completion of this unit students should be able to:

1. explain basic concepts of product innovation management;
2. identify stages of the NPD process;
3. apply practical concepts and techniques involved in NP planning, development, implementation and control;
4. acquire knowledge of the role of NPs in organisations and society;
5. demonstrate the systematic scientific analysis and the creative art of judgement involved in NP management; and
6. apply written communication skills and the ability to think critically .

1. Corporate strategy.
2. Idea generation.
3. Screening.
4. Concept testing.
5. Business analysis.
6. Product development.
7. Test marketing.
8. Commercialisation.

On-Campus students will attend a weekly three hour seminar per week, that utilises a selection of lectures, case studies, class activities, workshops and general class discussion on specific concepts and examples. Students are encouraged to come to class prepared by completing reading and weekly activities so as to contribute to class interaction. Resources for this unit will be available via Blackboard.

Off-Campus students will access resources for this unit via Blackboard. Regular online access is required.

• ability to communicate
• critical appraisal skills
• ability to generate ideas