UWA Handbook 2017

Unit details

MKTG3303 New Product Development and Commercialisation

Credit 6 points
  Offering
(see Timetable)
AvailabilityLocationMode
Semester 2UWA (Perth)Face to face
Details for undergraduate courses
  • Level 3 option in the Marketing major sequence
  • Category B broadening unit for Bachelor of Arts, Bachelor of Science and Bachelor of Design students
  • Level 3 elective
Content The first part of this unit examines the role of technology evolution, adoption and diffusion and the interdependency between new technologies and markets that creates value from innovation. This is followed by a range of management tools to facilitate a successful path to market (financial analysis of innovation projects, determining customer needs, managing the new product development process and management of technical professionals). Then the role of intellectual property protection, market entry and collaboration strategies are examined in order to capture value from innovation. All the above elements are combined to formulate a technology strategy for a potential innovation in the context of both small and large firms.
Outcomes Students are able to (1) understand the process of innovation management in both small and large firms; (2) understand the various forms of intellectual property (IP) protection, know their benefits and the costs of obtaining them, as well as understanding their limitations; (3) understand the path to market for product innovation, including resistance that may need to be overcome in order to succeed; (4) understand the new product development process and the role that customers play in product definition; and (5) formulate a new product development strategy for a potential innovation.
Assessment Typically this unit is assessed in the following ways: (1) class participation; (2) assignments; and (3) final examination. Further information is available in the unit outline.

Supplementary assessment is not available in this unit except in the case of a bachelor's pass degree student who has obtained a mark of 45 to 49 overall and is currently enrolled in this unit, and it is the only remaining unit that the student must pass in order to complete their course.
Unit rules
Prerequisites: any two Level 2 Marketing units; for pre-2012 courses: none
Incompatibility: MGMT3303 Management of Technology and Innovation
Contact hours lectures/tutorials/seminars/workshops: up to 3 hours per week
Unit Outlinehttp://www.unitoutlines.biz.uwa.edu.au/Units/MKTG3303/SEM-2/2017

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