Due to COVID-19 restrictions, a selection of on-campus papers will be made available via distance and online learning for eligible students.
Find out which papers are available and how to apply on our COVID-19 website
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|
|Teaching period||Semester 1 (On campus)|
|Domestic Tuition Fees (NZD)||$887.55|
|International Tuition Fees||Tuition Fees for international students are elsewhere on this website.|
- 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.
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.
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