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 New Product and New Service Development - MARK3091
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Campus: Kensington Campus
 
 
Career: Undergraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.125 (more info)
 
 
Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: MARK1012, MARK2051, MARK2052
 
 
Session Offered: See Class Timetable
 
 
Fee Band: 2 (more info)
 
  

Description

A course focused on how to develop a business plan for a new product or service launch, having diagnosed a market opportunity. This involves an understanding of product-based competition and an appreciation of strategic options available to firms that are adept at development. Themes include: NPD processes, from setting a strategic framework for the development effort through to monitoring post-launch success; methods of market research and the use of analytical approaches such as perceptual mapping, benefit segmentation, trends unbundling and morphological analysis; screening and ranking processes to set priorities for development; converting concepts into prototypes; developing strategies and plans for the commercial launch. Some exercises may require flexibility with the timing of classes.

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