MKTG3303 New Product Development and Commercialisation

6 points
(see Timetable)
Semester 2UWA (Perth)Face to face
Details for undergraduate courses
  • Level 3 option in the Marketing major sequence
  • The area of knowledge for this unit is Management and Commerce
  • Category B broadening unit for students
  • Level 3 elective
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.
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.
Indicative assessments in this unit are as follows: (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 Coordinator(s)
Dr Mila Tarabashkina
Unit rules
any two Level 2 Marketing units; for pre-2012 courses: none
MGMT3303 Management of Technology and Innovation
Contact hours
lectures/tutorials/seminars/workshops/online: up to 3 hours per week
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.