10983 (v.3) Innovation and Product Development 650

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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.