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MART306 Market-Led Innovation

The theory and practice of market-led innovation, from idea generation through concept development, trial, launch and post-launch evaluation.

Paper title Market-Led Innovation
Paper code MART306
Subject Marketing
EFTS 0.15
Points 18 points
Teaching period Semester 1 (On campus)
Domestic Tuition Fees (NZD) $912.00
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
MANV 302
Schedule C

Associate Professor Lisa McNeill

Teaching staff

Associate Professor Lisa McNeill

Teaching Arrangements
Every week students must attend one 110-minute lecture and participate in one tutorial (50 minutes) when scheduled.

Textbooks are not required for this paper.

Course outline
View the course outline for MART 306
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes

Innovation and new product development are critical to the success of organisations and nations alike. In increasingly dynamic environments, being first to market with innovative goods or services is essential. The interplay between creative, market and technical requirements is an extremely complex process, whether the innovation is new to the world or an incremental development of existing products.

Students who successfully complete this paper should:

  • Develop familiarity with models of innovation and the marketing and technology interface
  • Understand the importance of new product development to firm performance
  • Learn methods of generating, evaluating and testing product ideas
  • Identify relevant components and plan a product launch
  • Learn methods of evaluating and monitoring the success of a launch

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Semester 1

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Thursday 13:00-14:50 9-14, 16-22


Stream Days Times Weeks
Attend one stream from
T1 Monday 09:00-09:50 10-14, 16-20
T2 Monday 11:00-11:50 10-14, 16-20
T3 Wednesday 11:00-11:50 10-14, 16-20
T4 Wednesday 09:00-09:50 10-14, 16-20