Learning Outcomes:
On completion of this module, students will be able to:
1. Synthesise the market-led processes by which firms create, design & launch continuous streams of new products.
2. Assess the challenges facing marketing managers in diverse high technology manufacturing and service organisations.
3. Formulate strategies for product related management of technology-enabled product businesses.
4. Choose marketing tools to drive organisation performance.
Indicative Module Content:
Market Definition & Entry Strategy, Idea Generation, Concept Screening, Competitor Analysis, Market-Led Design, Product Branding & Corporate Identity, Product Positioning, Product Promotion, Pricing Strategy, Channel Strategy. Launch Dynamics, Adoption Curve, & Product Lifecycle Management