COURSE OUTLINE

Department & Faculty: Dept. of

Management; Faculty of Management
Page : 1 of 4


Course Code: SHF 3723 / SHAF3043
Marketing For Innovative Products
Total Lecture Hours: 42 hours

Semester: 1
Academic Session: 2014/2015


Prepared by:
Name: Norzaidahwati Binti Zaidin
Signature:
Date: 04/09/2014


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:

No. Course Learning Outcome
Programme
Learning
Outcome(s)
Addressed
Taxonomy Assessment
Methods

1.


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)

1. Lecture centered learning
2. Student centered learning
3. Self-directed learning
- self learning
- information search
- library search
- reading
- peer discussion
4. Revision
- self learning and peer discussion
- assessment preparations

5. Formal Assessment
6. Test (1x)
7. Exam (1x)



36
6





18

42
12


3
3
Total 120

TEACHING METHODOLOGY

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