The theory and practice of market-led innovation and new product development from idea generation through to the product launch and post-launch evaluation.
|Paper title||Innovation and New Product Development|
|Teaching period||First Semester|
|Domestic Tuition Fees (NZD)||$829.65|
|International Tuition Fees (NZD)||$3,993.30|
- Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
- MANV 302
- Schedule C
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Associate Professor Lisa McNeill
Dr Damien Mather
- Teaching Arrangements
- Every week students must attend one 110-minute lecture and participate in one tutorial (50 minutes) when scheduled.
- Textbook: Crawford, C.M. and DiBenedetto, A. (2014). New Products Management, 11th edition Boston: Irwin/McGraw-Hill Series in Marketing.
- 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. Specific outcomes
of this paper are to:
- 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.