Units
Innovation and Brand Management
Unit code: AMB251
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
This unit covers the dynamics of product and service innovation within the marketing function of an organisation. Products are defined in the broadest sense as both tangible and intangible and include the various categories of consumer and industrial products and services. The course covers product market analysis, the product/service development process, design, innovation, research and testing, new product financial analysis, branding and packaging, and new product commercialisation.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 2 2012
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
The identification of customer needs and the creation of products and services to meet these needs are central to the growth and marketing success of every organisation. New product and service innovation is the way in which this is achieved and an understanding of how to create and manage new products is vital for students seeking a career in marketing. Consequently, this unit follows on from the foundation marketing unit and provides greater depth of study in this important part of the marketing mix.
Aims
The aim of this unit is to provide undergraduate students with a foundation of knowledge and capability in product or service development and innovation that can be readily translated to the work environment in a marketing career.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
At the completion of this unit, you will be able to:
1. Describe and use the new product development process and understand its interconnection with the firm's strategic direction;
2. Identify critical issues in implementing and managing product/service innovation; and
3. Evaluate the effectiveness of product and service development processes.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Approaches to Teaching and Learning
The objectives of the unit will be achieved through a three-hour weekly workshop, supplemented by set readings and exercises related to each week's lecture topic. Reading and discussion of media articles and other exhibits relevant to innovation and product development will also be expected.
The teaching and learning methodology for this unit is both conceptual and experiential. The key concepts and processes learnt in the unit are applied in the project which entails students being hypothetical employees of an organisation and responsible for innovation strategy, idea generation, concept testing and managing the overall new product development process.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Additional Feedback Mechanisms
Students will share feedback through discussion of case study presentations. CRA based assessment will be provided on Project presentation and report.
Assessment name:
Innovative Case Study
Description:
Students will be rostered to lead the discussion of a case study about a current innovation in a particular industry category. This will be supported with a written document that shows current market analysis and presentation about the product (including marketing, reviews, critiques, comments).
Length/Duration: 700 words + 15 minute tutorial discussion.
Formative or Summative: Formative
Relates to objectives:
Unit objectives: 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), (3.2)
Weight:
20%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 3-11
Assessment name:
Product Innovation Project
Description:
In groups of 3 students, create an idea for a new product or service and investigates its development and potential commercialisation using an appropriate product development process. Groups will conduct market testing within the class situation. Each group produces a 1500 word report and a PowerPoint summary that provides the basis of a 15-minute presentation to class. Oral schedule TBA.
Length/Duration: 1500 words (report), 15 minutes (presentation)
Formative or Summative:Formative and Summative
Relates to objectives:
Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1), (3.2)
Weight:
40%
Internal or external:
Internal
Group or individual:
Group
Due date:
Week 12 + Oral
Assessment name:
Mid-Semester Exam
Description:
This short answer exam will cover material presented in lectures, textbook, and readings throughout weeks 1 -6 of semester.
Length/Duration: 1 hour, 10 minutes perusal
Formative or Summative: Summative
Weighting:40
Relates to objectives:
Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 7
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescribed Text
Crawford, C. M. & Di Benedetto, A. (2008). New Products Management (10th edn.). Irwin McGraw-Hill.
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 12-Jun-2012
