Certified by: Head of Dept. Name: Dr Noor Hazarina Hashim Signature: Date:
Lecturer/s : Norzaidahwati Binti Zaidin Room No. : T08, 04-01-04 Telephone No E-mail : : 019-7257734 nzw@utm.my Synopsis : This course is about marketing products and services that are seen by consumers as innovative. The focus will be on the strategies that firms adopt. Topics on product innovation, the management of new product development and the marketing of innovative products from a strategic perspective are among the focal point in the teaching and learning activities. Students will gain an appreciation for the importance of product innovation especially for companies wanting to regain and retain competitive advantage within their industry. The objectives are to make students understand the characteristics of innovations and how they influence the product life cycle; the characteristics of technology and innovative intensive environments and how firms can better assess customer needs in such environments; and to develop forecasting techniques that can identify the gap and tipping points; to understand the important and changing role of intermediaries in the business-to-business and business-to-consumer environments, to examine the pricing strategies for innovative products as well as the effective communication strategies in promoting the innovative products.
LEARNING OUTCOMES
By the end of the course, students should be able to:
Discuss the importance of developing new innovation that satisfies consumer.
PO2, PO8
C4
F, Pr, CS
2.
3.
4.
Target market, segmentation and positioning for the innovative products.
Apply the marketing mix elements to design an integrated marketing communications for a new innovation.
Work collaboratively in a group to propose a marketing strategic plan for a new product and present the proposal in written and verbal presentation. PO2, PO3, PO7
PO2, PO3, PO7
PO3, PO4, PO7, PO8
C5
C6
F, Pr, CS
F, Pr, PR, CS
PR, CS
T, PR, Pr, F, CS (T Test ; PR Project ; HW Homework ; Pr Presentation, F Final Exam, CS Case Study)
STUDENT LEARNING TIME
Teaching and Learning Activities Student Learning Time (hours)
Lecture and Discussion, Co-operative Learning, Independent Study, Group Project, case studies practices, audio-video presentation, e-learning.
WEEKLY SCHEDULE
Week 1 : Introduction: Innovations & Inventions Categorizing innovations Week 2 : Diffusion of Innovations and Product Life Cycle Analysis Week 3 : Project Innovation Analysis (Submission) Week 4 : New Products, Product Modification & Innovative Products Week 5 : Segmentation, Targeting & Positioning Strategies Week 6 : Demand Forecasting Week 7 : Test Week 8 : Innovation, Marketing & Market Research (Submission: Individual Assignment) Week 9 : Mid Semester Break Week 10 : Promotion: Innovative Products Pricing: Innovative Products Week 11 : Distribution: Innovative Product, The New Role of Intermediaries Standards and Network Externalities Week 12 : Project Submission Week 13 : Project Presentation Week 14 : Revision Week
REFERENCES : 1. Mohr, S., Sengupta, S. And Slater, S. (2014), Marketing of High- Technology Products and Innovations, Third Edition, Pearson. 2. Cooper, B., Vlaskovists, P. and Ries, R. (2013), The Lean Entrepreneur: How Visionaries Create Products, Innovate with New Ventures, and Disrupt Markets, Wiley. 3. Gloria Barczak (Editor) (2013), Journal of Product Innovation management, Vol. 30 Issue 7, Wiley. 4. Brian Burns, Tom Snyder, Huthwaite (2010), Selling in a New Market Space: Getting Customers to Buy Your Innovative and Disruptive Products, 1st Edition, McGrawHill. 5. Tidd, J. and Bessant, J. (2012), Innovation and Entrepreneurship, John Wiley. 6. Tidd, J. and Bessant, J. (2013), Managing Innovation: Integrating Technological, Market and Organizational Change (4th Ed.), John Wiley. 7. Paul, T. (2005), Innovation Management and New Product Development, 3th Edition, Pearson. 8. Michael, B. And Susan, H. (2007), Product Strategy and Management, 2 nd Edition, Pearson. 9. Merle, C and Di Benedetto, A. (2006), New Products Management, McGraw Hill 10. Urich, K. (2007), Product design and Development, 4 th Edition, McGraw Hill. 11. Barkle, B.T (2008), Project Management in New Product Development, McGraw Hill.
GRADING
No. Assessment Number % each % total Dates 1 Project (Group) 1 15% 20 Week 2 Week 12 2 Project ( Gp Presentation) 1 5% Week 13 3 Assignment (Individual) 1 10% 10 Week 8 4 Case Study Analysis (Pair/ Group) 1 10% 10 Throughout the semester 5 Forum / Test 2 10% 20 6 Final Exam 1 40% 40 January 2015 Overall Total 100
PO1 Apply knowledge and understanding of management and marketing in the management of related organisations within an ICT environment. PO2 Integrate marketing strategy and technology skills in analysing and solving firms marketing and social issues creatively. PO3 Able to think critically, logically, creatively and analytically in order to identify, analyse and solve contemporary marketing and social issues. PO4 Able to communicate effectively through appropriate written and oral modes across a wide range of contexts and audiences. PO5 Able to work collaboratively and assume different roles in a team to solve problems and make decisions in order to achieve a common goal. PO6 Able to display professional ethics and practices, and moral responsibility during social interactions for the benefit of mankind. PO7 Able to independently seek, acquire and manage relevant information from a variety of sources for continuous self-development and life-long learning. PO8 Able to recognise and analyse business opportunities. PO9 Able to lead using the acquired basic knowledge of leadership
[Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering 243] Shuai Liu, Matt Glowatz, Marco Zappatore, Honghao Gao, Bing Jia, Alberto Bucciero - e-Learning, e-Education, and Onl