MS5104: New Product and Brand Development

MS5104: New Product and Brand Development

Please note this module descriptor is indicative of the structure of this course and may be subject to change.

Module Title New Product and Brand Development
Module Code MS5104
Module Tutor Magdalena Gonzalez Triay
School School of Business and Technology
CAT Points 15
Level of Study 5
Brief Description

This module explores the various issues associated with developing new products and brands; and introducing them to market, drawing on contemporary theory and practice.

Indicative Syllabus
  1. Product and brand strategy (including brand equity and positioning)
  2. Categories of new products and brands;
  3. Success/Failure in the new product and development process (NPD);
  4. Models of the NPD process;
  5. Packaging and new product development;
  6. New service innovation;
  7. Role of marketing research and analysis for NPD, including NPD forecasting
  8. Managing the NPD development & implementation processes.
Learning Outcomes

A student passing this module should be able to:

  1. Evaluate the process of developing and introducing new product & services and associated managerial issues.
  2. Compare and contrast different approaches to new product development
  3. Discuss the factors contributing to new product success/failure
  4. Develop innovative and creative brand and NPD strategies.
  5. Formulate and defend a sound business case for a new product or service.
  6. Improve skills such as: Communications and literacy; Analysis and problem solving; Independent learning and group work; Information and Communications Technology.
Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 70% Assignment: Individual: 1800 Words
002: 30% Presentation: Individual:: 20 mins
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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