Marketing and Innovation

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

Duration

  • One Semester or equivalent


     

Contact hours

  • 36

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

2022 teaching periods

Swinburne Online

Teaching Period 3

Dates:
8 Nov 21 - 13 Feb 22

Results:
8 Mar 22

Last self enrolment:
21 Nov 21

Census:
3 Dec 21

Last withdraw without fail:
31 Dec 21

More teaching periods

Hawthorn

Higher Ed. Semester 1 Higher Ed. Semester 2

Dates:
28 Feb 22 - 29 May 22

Results:
5 Jul 22

Last self enrolment:
13 Mar 22

Census:
31 Mar 22

Last withdraw without fail:
15 Apr 22

Dates:
1 Aug 22 - 30 Oct 22

Results:
6 Dec 22

Last self enrolment:
14 Aug 22

Census:
31 Aug 22

Last withdraw without fail:
16 Sep 22

HOL Study Period 1

Dates:
28 Feb 22 - 29 May 22

Results:
28 Jun 22

Last self enrolment:
13 Mar 22

Census:
21 Mar 22

Last withdraw without fail:
15 Apr 22

Swinburne Online

Teaching Period 2

Dates:
11 Jul 22 - 9 Oct 22

Results:
1 Nov 22

Last self enrolment:
24 Jul 22

Census:
5 Aug 22

Last withdraw without fail:
26 Aug 22


Aims and objectives

This unit aims to introduce students to the process of product/service development, starting from idea generation which should be aimed at satisfying consumers’ current and latent needs, to building prototypes with the aim of improving the customer experience, and ultimately bringing the innovation to the market place. The role of digital technology throughout the product/service development process will be discussed from crowd idea generation via online community and lead users, to using digital technology as part of the delivery process and linking into distribution channels such as Amazon Go or Netflix to foster customer loyalty and repurchase. 
 
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 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