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MKT46020

Academic Year 2023/2024

Launching New Products (MKT46020)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Ms Grace Looney
Trimester:
Summer
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This course is designed to equip participants with a thorough knowledge of the process involved in successfully launching new products and services to market. The role of Innovation is key to building long term success of a business and brands and future- proofing business strategies for an ever-changing environment. Launching and sustaining successful innovations to a market is difficult and success is not always guaranteed. However, understanding the various critical steps involved in getting a product to market is a vital skill for any marketer. This course is designed to walk participants through the various stages of product launch strategies. Throughout the course, participants will critically explore launches of products and brands from various sectors and industries in order to understand drivers of product-launch success as well as the reasons for failure.

About this Module

Learning Outcomes:

On completing this module:

• Students will understand the importance of innovation to a business’s long term success.
• They will be able to navigate through the steps required to bring a new products and brands to market, including identifying consumer and business opportunities and how to ensure these opportunities build to the overall company objectives.
• Students will also learn how to create a new product from scratch, commercialize the opportunity, build a business case, and conduct in-depth market research.
• Participants will also learn about the key success factors for a successful launch and profitable long term growth of that innovation.

Some of the tools and frameworks used in this course will include the use of the 5W’s, as well as creating key insights, using the 5I’s model, along with a number of creative tools to conceptualize and mine relevant data.

Student Effort Hours:
Student Effort Type Hours
Lectures

36
Specified Learning Activities

100
Autonomous Student Learning

64
Total

200

Approaches to Teaching and Learning:
The course will draw on relevant frameworks and theories from marketing and innovation management. Furthermore, it will utilize real-world examples, case studies and (in-class) exercises to bring to life the challenges of successfully launching new products and brands

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Continuous Assessment: Group Assessment Throughout the Trimester n/a Alternative linear conversion grade scale 40% Yes

60

 Yes
Continuous Assessment: Individual Throughout the Trimester n/a Alternative linear conversion grade scale 40% Yes

40

 Yes

Carry forward of passed components
Yes
 

Resit In Terminal Exam
Autumn No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

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