MKTG5604 Technology Commercialisation

Credit
6 points
Offering
(see Timetable)
AvailabilityLocationMode
Non-standard teaching periodUWA (Perth)Face to face
Content
This unit aims to give students a fundamental understanding of the process of new product development and commercialisation within the field of biotechnology. It examines the nature of innovation and technology management within the economy and the challenges of getting new, high technology products from laboratory to market. The specific characteristics of high technology, radical or disruptive innovations are explored, along with the challenges that these pose to the commercialisation of such innovations.

The key objectives are to (1) prepare students with a scientific first degree to engage in business commercialisation projects; (2) provide students with a knowledge of relevant tools and techniques for new product development and commercialisation; and (3) provide students with an understanding of the business aspects of taking scientific discoveries to market including the importance of marketing and market assessment, financial analysis, project management, financial and technical risk assessments, intellectual property rights management, and business model analysis.
Outcomes
Students are able to (1) understand the nature of technology commercialisation and the relevant theories, concepts and models that have been developed to help explain these phenomena; (2) apply relevant theories, concepts and models relating to the dimensions of a possible innovation in order to understand its likely impact on a commercialisation business model; (3) be familiar with management practices and processes for identifying, initiating, implementing and sustaining innovation and managing people in technology industries; (4) as part of a group, understand how to assess an early stage (often risky) technology including (a) an assessment of the intellectual property; (b) an assessment of market potential; (c) a determination of its financial value; (d) a technical risk assessment; and (e) an assessment of the need for strategic partnering and its implications; (5) as part of a group, prepare a business model and commercialisation business case for new technology and recommend strategies for the technology's market development and management; and (6) understand the linkages between innovation and strategy for technology management across various organisations such as small and large businesses, government agencies and universities.
Assessment
Typically this unit is assessed in the following ways: (1) group project and (2) assignments. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Winthrop Professor Tim Mazzarol
Unit rules
Incompatibility:
MKTG5603 Management of Technology and Innovation
Contact hours
lectures/seminars: 36 hours (12 sessions, 3 hours each)
Note
These are recommended readings rather than required texts.
Texts

Cooper, R. G. and Edgett, S. J. Lean Rapid and Profitable New Product Development: Product Development Institute 2005

Cooper, R. G. Winning at New Products: Creating Value through Innovation: Basic Books 2011

Rasmussen, B. Innovation and Commercialisation in the Biopharmaceutical Industry: Creating and Capturing Value: Edward Elgar Publishing Ltd 2010

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