MKT46020 Launching New Products

Academic Year 2023/2024

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.

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Curricular information is subject to change

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. We will also explore the concept of Agile principles in a practical way to solve complex business issues.

Student Effort Type Hours




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
Continuous Assessment: Group Assessment Throughout the Trimester n/a Graded Yes


Continuous Assessment: Individual Throughout the Trimester n/a Graded Yes


Carry forward of passed components
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
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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