MKF5801 · Customer focused innovation

Overview

The ability to bring a steady stream of innovations to the marketplace is the underpinning of business success. Doing so with a firm focus on customers and emphasis on building strong, memorable brands underlines a marketing perspective on innovation. Such market-oriented innovation has to be pervasive and consistent in an organisation. In this unit you will focus on how innovation and new product development adds continuous value to organisations for it to be competitive in the dynamic markets. You will discuss the nuances of innovation from a marketing perspective and will provide tools and frameworks to tackle market-based innovation challenges. You will have the opportunity to gain practical, real world experience through a project. Finally, the unit will enhance your ability to communicate (written and verbal) ideas and solutions in business market environment.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. evaluate existing or new products/services using appropriate models with a focus on future needs of customers
2. determine which approach to use to address different types of innovation-related problems in dynamic market contexts
3. apply theoretical frameworks to assess the attractiveness of an innovation in the market
4. develop and effectively communicate marketing-based solutions that advance new product/service offerings, for consumers.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.