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.

2023 teaching periods

Hawthorn

Higher Ed. Semester 2

Dates:
31 Jul 23 - 29 Oct 23

Results:
5 Dec 23

Last self enrolment:
13 Aug 23

Census:
31 Aug 23

Last withdraw without fail:
15 Sep 23
More teaching periods
Swinburne Online

Teaching Period 1		 Swinburne Online

Teaching Period 3

Dates:
13 Mar 23 - 11 Jun 23

Results:
4 Jul 23

Last self enrolment:
26 Mar 23

Census:
7 Apr 23

Last withdraw without fail:
28 Apr 23

Dates:
6 Nov 23 - 11 Feb 24

Results:
5 Mar 24

Last self enrolment:
19 Nov 23

Census:
1 Dec 23

Last withdraw without fail:
29 Dec 23

Prerequisites

or

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