Studying online

There are now 3 possible online modes for units:

Units with modes Online timetabled and Online flexible are available for any student to self-enrol and study online.

Units available in Online Restricted mode have been adapted for online study only for those students who require the unit to complete their studies and who are unable to attend campus due to COVID border closures. To be enrolled in a unit in Online Restricted mode, students should contact their Student Advising Office through askUWA and include which of the below criteria applies:

  • You are a student who is currently offshore and unable to enter Australia.
  • You are a student in Australia who is impacted by state or regional border closures.

Click on an offering mode for more details.

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
Indicative assessments in this unit are as follows: (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)
Dr Manijeh Reyhani (Tri 2)
Unit rules
Prerequisites:
MKTG5503 Enterprise and Innovation or enrolment in the Master of Professional Engineering (Biomedical Engineering specialisation)
Co-requisites:
Nil
Incompatibility:
MKTG5603 Management of Technology and Innovation
Contact hours
lectures/seminars: 36 hours (12 x 3 hours)
Texts

Recommended Reading

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

 

  • 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.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit, one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook one week prior the commencement of study. Reading lists and essential textbooks are subject to change each semester. Information on essential textbooks will also be made available on the Essential Textbooks. This website is updated regularly in the lead up to semester so content may change. It is recommended that students purchase essential textbooks for convenience due to the frequency with which they will be required during the unit. A limited number of textbooks will be made available from the Library in print and will also be made available online wherever possible. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus.