Overview
The theory and practice of market-led innovation, from idea generation through concept development, trial, launch and post-launch evaluation.
About this paper
| Paper title | Market-Led Innovation |
|---|---|
| Subject | Marketing |
| EFTS | 0.15 |
| Points | 18 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,053.30 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Prerequisite
- Two of (MART 201, MART 210, MART 211, MART 212) or (ENTR 211 and ENTR 212 plus 36 200-level points) or (AGRI 221 plus 54 200-level points)
- Restriction
- MANV 302
- Schedule C
- Commerce
- Contact
- More information link
View more information on the Department of Marketing's website.
- Teaching staff
- Paper Structure
This is an applied course. The paper is interactive and collaborative, with a full-semester project developed via student participation in project-based workshops and attendance at, and engagement with, the business community through industry-led seminars.
- Teaching Arrangements
Every week students must attend one 50-minute lecture and participate in one 110-minute tutorial when scheduled.
- Textbooks
Textbooks are not required for this paper.
- Course outline
- 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
- Assessment details
The paper has a high group work component, with 50% of the assessment linked to a full semester innovation team project.