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10983 (v.3) Innovation and Product Development 650
Area: School of Marketing Contact Hours: 3.0 Credits: 25.0 Lecture: 1 x 3 Hours Weekly Prerequisite(s): 5766 (v.6) Advanced Marketing 650 or any previous version
Product innovation strategy - introduction to product innovation, strategy and managerial perspectives on proactive innovation. New product opportunity identification - market targeting, idea identification and screening. Designing and testing new products - product design and positioning, design for quality, sales potential and testing. Implementing innovation - organisational design options and customising the new product development process.
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