Marketing and Innovation
Duration
- One Semester or equivalent
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 1 |
Swinburne Online Teaching Period 3 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
Students who successfully complete this unit will be able to:
1. Describe the scope of the marketing function and its role in a firm’s innovation process focusing on customer value creation and customer experience
2. Apply the knowledge of new product/service development processes as well as digital technology to formulate strategic, operational and tactical product/service innovation decisions
3. Develop a marketing plan related to the launch of a new product or service drawing on a range of evidence sources
4. Apply ethical principles and social considerations in the new product development process
5. Work and communicate effectively as an individual or in teams across a range of activities and contexts
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class | 2 | 12 | 24 |
Online Contact Directed Online Learning and Independent Learning | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online Contact Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Report + Presentation (Group) 30-40%
Online Quizzes (Individual) 10-20%
Content
• Technology and digitalisation as platforms of innovation
• New product/service development process
• Market adoption, diffusion of innovation, and protection of innovation
• Customer experience and blueprint
• Service dominant logic
• Roles of customers, front-line employees and leadership in co-/creating and managing innovation
• Quality dimensions and analysis of gaps between expectation and delivery
• The ethical and social impact of marketing practices on the development of experience-focused innovation
Study resources
- Reading materials.