Overview

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

Requisites

Prerequisites
MKT10009 Marketing and the Consumer Experience

Rule
MKT10009 Marketing Theory and Practice
OR
AVA10004 Aviation Marketing

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 2
Location
Online
Start and end dates
08-July-2024
06-October-2024
Last self-enrolment date
21-July-2024
Census date
02-August-2024
Last withdraw without fail date
23-August-2024
Results released date
29-October-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Describe the scope of the marketing function and its role in a firm’s innovation process
  • Apply the knowledge of new product/service development processes as well as digital technology to formulate strategic, operational and tactical product/service innovation decisions
  • Apply ethical principles and social considerations in the new product development process
  • Work and communicate effectively as an individual or in teams across a range of activities and contexts

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class
2.00 12 weeks 24
Online
Lecture
1.00 12 weeks 12
Unspecified Activities
Independent Learning
9.50 12 weeks 114
TOTAL150

Swinburne Online

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Online QuizzesIndividual 10 - 20% 1,2,3 
PortfolioIndividual 40 - 60% 2,3,4 
Report and PresentationGroup 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

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.