Product and Service Innovation Management

MKT20024 12.5 Credit Points Hawthorn


  • One Semester or equivalent

Contact hours

  • 36 contact hours

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



Aims and objectives

To remain competitive, corporations must create superior value to their target market through the development and management of innovative products and services that are perceived to be superior by customers as compared to the competitors’ offerings. Students will build on the foundational marketing concepts by developing a deeper understanding of the steps involved in the development of new products and services, and the strategies used to manage product and service innovation in order to deliver superior value to customers.
Students who successfully complete this unit will be able to:
1. Describe the product (goods and services) management and innovation context with reference to roles, structures and processes
2. Describe the New Product Development process related to a selected product and plan a launch program
3. Critically appraise the economic viability of a new product
4. Explain the differences and similarities between goods and services
5. Review various options for the marketing and management of product innovation and management using both theoretical and practical approaches
6. Manage work independently and in collaboration with others through group work