Module Details

Module Code: MKTG C4320
Module Title: New Product Innovation
Title: New Product Innovation
Module Level:: 8
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Rita Kelly
Module Description: The aim of the course is to explore the challenges and benefits of providing solutions to customer needs by studying innovation from a new product development and marketing perspective. The focus is to enhance students’ understanding of factors affecting the implementation of strategic plans by highlighting methods for managing the new product development process. The course design covers the different stages of the development process all the way to positioning and market launch strategies.
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Determine best practice in the management of the New Product Development process from a marketing perspective.
LO2 Apply Best Practice concepts & tools of the New Product Development process
LO3 Formulate and pitch a New Product/ Service Proposal orally and in writing.
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
Indicative Content
New Product Development.-Overview of the Process
Importance of NPD and identification of the most innovative companies.
Managing the NPD Process
Organisational Structures, The Stage Gate Model (Cooper), The INSPIRE Project best practice guide.
New Product/ Service ideas
Generation of new ideas and their validation, The Inspire Project , Sources of New Ideas: Top Down Approach, Voice of Customer (VOC), Brainstorming Techniques (Scamper approach), Key Global & Irish Consumer Trends, AC Nielsen Breakthrough Innovation Winners, How to use the Lean Canvas.
Market Research & NPD
The Research Dilemma: Market Pull v Technology Push, The Lean Disruptor process, The Tripartite Product concept, Arguments for and against Market Research and Customer Need assessment, Voice of Customer approaches: Indepth interviews, Customer site visits, Fly on the Wall, Camping out, Customer Panels, Focus Groups, Ethnographic Research, Community of Enthusiasts, Hall Tests,Product use tests, Paired Comparisons, In home placements, Neuroscience, Product Successes and Failures, Espacenet - Patent searches.
Packaging & NPD
The Three basic Principles of packaging, Packaging evolution examples, Innovative packaging success stories, Supply chain considerations, New Irish examples, Common packaging problems, Halford's Oil Case study.
New Service Innovation
New Service Innovation examples, Types of new services - new service concepts, Client Interface, delivery systems, Technological opportunities. New growth sectors, KIBS. Service Blueprints, Market Testing,
New Product Launches
Study of Nielsen Breakthrough Innovation winners, Break even Analysis, Business analysis, Window of Opportunity, Market Strategy Development -When? To Who? Where? How?, Activation Platofrms: Sprinters & Marathoners, Branding, The Consumer Adoption Process Model, Factors affecting the diffusion of an Innovation, Buyer Readiness Model, The Inspire Project, Post Launch Evaluation, Product Performance Criteria, Successful Brand Launches.
Patents & Intellectual Property
Types of Intellectual Property, Trade Marks, Copyright, Trade secret, Non Disclosure agreements, Patents: short term, long term, Requirements to obtain a patent, Irish Patent System. Various organisations involved: Espacenet, European Patent Register, WIPO.
New Product Development - State supports
New Product Development within IT Carlow ERIC Centre , Local Enterprise Board and national state support structures.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment15.00%


Full Time

Continuous Assessment
Assessment Type Written Report % of Total Mark 15
Timing Ongoing Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Three reports 1. Written Proposal
2. Prelim Exploratory Research findings
3. Lean Canvas
Assessment Type Project % of Total Mark 65
Timing Sem 2 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Final Written Project submission.
Assessment Type Practical/Skills Evaluation % of Total Mark 20
Timing Sem 2 End Learning Outcomes 3
Non-marked No
Assessment Description
Digital / Oral Presentation Pitch & Service / Product
Mock up
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Independent Learning Time Non Contact No Description Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
Module Resources
Recommended Book Resources
  • Ogilvie, Brian & Thomas, David. (2015), The Inspire Journey, A Best Practice Guide, An Innovation Mind-set for Entrepreneurs, Innovators, Researchers and SME’s,, Inspire Project Partners,
  • Cooper, Robert, G. (2011), Winning at New Products, Creating Value Through innovation, 4th. Basic Books.
Supplementary Book Resources
  • Steven Haines. (2019), The Product Manager's Survival Guide, Second Edition: Everything You Need to Know to Succeed as a Product Manager, 2nd. McGraw-Hill Education, p.288, [ISBN: 9781260135237].
  • Paul Trott. (2016), Innovation Management and New Product Development, Pearson, p.672, [ISBN: 9781292133423].
  • Kenneth B. Kahn. (2012), The PDMA Handbook of New Product Development, 3rd. John Wiley & Sons, p.504, [ISBN: 9780470648209].
Recommended Article/Paper Resources
This module does not have any other resources
Discussion Note: