Module Details
Module Code: |
MKTG C4320 |
Module Title:
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New Product Innovation
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Title:
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New Product Innovation
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Module Level:: |
8 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Rita Kelly
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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.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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. |
Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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Indicative Content |
New Product Development.-Overview of the Process
Importance of NPD and identification of the most innovative companies.
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Managing the NPD Process
Organisational Structures, The Stage Gate Model (Cooper), The INSPIRE Project best practice guide.
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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.
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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.
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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.
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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,
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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.
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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.
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New Product Development - State supports
New Product Development within IT Carlow ERIC Centre , Local Enterprise Board and national state support structures.
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 15.00% |
Project | 65.00% |
Practical | 20.00% |
AssessmentsFull Time
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.
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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 |
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Contact |
No Description |
Every Week |
3.00 |
3 |
Independent Learning Time |
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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 |
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Contact |
No Description |
Every Week |
1.50 |
1.5 |
Independent Learning |
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Non Contact |
No Description |
Every Week |
7.50 |
7.5 |
Total Weekly Contact Hours |
1.50 |
Module Resources
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Recommended Book Resources |
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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, http://www.itcarlow.ie/industry-and-innovation/industryinnovation/inspire/inspire-home.htm#.
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Cooper, Robert, G. (2011), Winning at New Products, Creating Value Through innovation, 4th. Basic Books.
| Supplementary Book Resources |
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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].
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Paul Trott. (2016), Innovation Management and New Product Development, Pearson, p.672, [ISBN: 9781292133423].
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Kenneth B. Kahn. (2012), The PDMA Handbook of New Product Development, 3rd. John Wiley & Sons, p.504, [ISBN: 9780470648209].
| Recommended Article/Paper Resources |
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Nielsen. (2020), Breakthrough Innovation 2020, european edition.
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McDonagh, P & Bruseberg. (2000), Using Focus Groups to support NPD, Institute of engineering Designers
journal, Sept.
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WARC. (2010), NPD Innovation.
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Bizfilings. (2012), Generating & Evaluating New Product
Ideas, Business Owners Tool kit,,
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Bord Bia. (2020), Consumer lifestyle Trends,
| This module does not have any other resources |
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