New Product Development: Bringing Innovations to Market (U02977)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-3-NPD

Companies seeking to commercialize their technologies face a dynamic set of challenges, attitudes and values. The demand for better, cheaper and faster technology products is a dilemma that few companies have successfully overcome. Although the initial impetus for success in many firms comes from engineering breakthroughs, a successful transition to the market requires substantial input from Marketing. The course is designed to provide students with insights into the unique context of technology products and markets and into the new product development and innovation process in big and small firms as well as in the public sector. Moreover, it encompasses analytical tools and practices, which help students to design marketing strategies for technology products.

Entry Requirements

? Pre-requisites : Marketing BS0028 or equivalent

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : 3rd year

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
11/01/2007	09:00	11:00	Room G.01, William Robertson Building	Central

All of the following classes

Type	Day	Start	End	Area
Lecture	Thursday	09:00	10:50	Central

Summary of Intended Learning Outcomes

To introduce students to the unique context of technology products and markets.
To provide insights into the nature of innovations and the new product development process.
To understand the customers of technology products.
To recognize and respond to challenges in the technology commercialization process faced by small and big firms as well as public sector institutions (e.g. universities, research institutes).
To explain the intersections of technology and services.
To expose students to real-time challenges in the industry and train them in analytically addressing the problems outlined in case studies.