Marketing and Innovation

MKT20031 12.5 Credit Points Hawthorn, Sarawak Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent


Contact hours

  • 24 hours Face to Face + Blended + Swinburne Online

On-campus unit delivery combines face-to-face and digital learning.

2023 teaching periods


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

More teaching periods
Swinburne Online

Teaching Period 3

6 Nov 23 - 11 Feb 24

5 Mar 24

Last self enrolment:
19 Nov 23

1 Dec 23

Last withdraw without fail:
29 Dec 23

Aims and objectives

This unit aims to provide a comprehensive exploration of innovative product and service development. It first builds upon fundamental marketing concepts to critically examine innovations and later complements them using industry-standard frameworks to ensure success in the market. The curriculum emphasizes the importance of maintaining a balance between innovation quality, efficiency, and profitability, while integrating the role of digital technology throughout the development process. The unit is designed to cultivate forward-thinking marketers and innovators
Unit Learning Outcomes (ULO)
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
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. Apply ethical principles and social considerations in the new product development process
4. Work and communicate effectively as an individual or in teams across a range of activities and contexts