Marketing and Innovation
Duration
- 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
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online Teaching Period 3 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
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
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
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
On Campus Class | 2 | 12 | 24 |
Online Asynchronous Lecture | 1 | 12 | 12 |
Unspecified Activities, Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online
Type | Hours per week | Number of Weeks | Total |
Online Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Portfolio | Individual | 40-60% | 2,3,4 |
Online Quizzes | Individual | 10-20% | 1,2,3 |
Report and Presentation | Group | 30-40% | 2,4 |
Content
- Sources and types of innovation
- 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
- 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.