Marketing and Innovation
Overview
This unit aims to provide a comprehensive exploration of innovative product and service development. It first builds upon fundamental marketing concepts to critically examine innovations and later complements them using industry-standard frameworks to ensure success in the market. The curriculum emphasizes the importance of maintaining a balance between innovation quality, efficiency, and profitability, while integrating the role of digital technology throughout the development process. The unit is designed to cultivate forward-thinking marketers and innovators
Requisites
Rule
MKT10009 Marketing Theory and Practice
OR
AVA10004 Aviation Marketing
01-June-2025
08-June-2025
02-November-2025
08-February-2026
Learning outcomes
Students who successfully complete this unit will be able to:
- Describe the scope of the marketing function and its role in a firm’s innovation process
- Apply the knowledge of new product/service development processes as well as digital technology to formulate strategic, operational and tactical product/service innovation decisions
- Apply ethical principles and social considerations in the new product development process
- Work and communicate effectively as an individual or in teams across a range of activities and contexts
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Online Quizzes | Individual | 10 - 20% | 1,2,3 |
| Portfolio | Individual | 40 - 60% | 2,3,4 |
| Report and Presentation | Group | 30 - 40% | 2,4 |
Content
- Sources and types of innovation
- Technology and digitalisation as platforms of innovation
- New product/service development process
- Market adoption, diffusion of innovation, and protection of innovation
- Customer experience and blueprint
- Roles of customers, front-line employees and leadership in co-/creating and managing innovation
- Quality dimensions and analysis of gaps between expectation and delivery
- The ethical and social impact of marketing practices on the development of experience-focused innovation
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.