Overview
Marketing techniques used to create and evaluate innovative concepts and new entrepreneurial opportunities. This includes concept generation, product and service prototyping, product and service integration, concept testing and concept communication.
About this paper
| Paper title | Marketing for Innovation and Entrepreneurship |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,665.83 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
Overview
Marketing techniques used to create and evaluate innovative concepts and new entrepreneurial opportunities. This includes concept generation, product and service prototyping, product and service integration, concept testing and concept communication.
This course aims to deliver specific techniques and concepts that will reduce the chance of market-related failure of new products and services. The course is divided into four specific sections: idea and concept generation; concept testing via market research and information gathering; concept testing via prototypes and pre-launch/early life communications strategy. The course delivers these skills via a series of 13 two-hour seminars, readings and three assignments. A single class example will run through the entire course. For the assignments, students will select an area in which they have specific skills and knowledge, and will develop a new market offering within that area. It is expected that the idea will be a service or will have some significant service element to it. Nearly all products have such a service element, and around 80% of the economy, and thus of new marketing offerings, is service-based.
About this paper
| Paper title | Marketing for Innovation and Entrepreneurship |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees | Tuition Fees for 2027 have not yet been set |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Contact
- Teaching staff
Dr Robert Hamlin
- Teaching Arrangements
Every week students must attend one 110-minute lecture.
- Textbooks
There is no text for this course. Readings will be assigned as required.
- Graduate Attributes Emphasised
- Scholarship, Communication, Critical thinking, Teamwork.
View more information about Otago's graduate attributes. - Learning Outcomes
Upon successful completion of the paper, students will:
- Be able to identify and analyse consumer needs and behaviours that represent market opportunities and develop appropriate offer (product/service) concepts that effectively address these opportunities.
- Have thorough knowledge of both product and service prototypes. They will know how to develop and use the major varieties of prototypes as part of the offer development process.
- Be able to create a programme to test their product/service concept, both in lab (consumer use) and market (channel and wider consumer use) situations.
- Be familiar with the key processes of concept communication. They will be able to identify the relevant market and channel targets for communication and know how to deliver effective messaging.