CQUniversity Unit Profile
MRKT13014 Term 1 - 2021
New Product Development and Branding
All details in this unit profile for MRKT13014 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student).
The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.
General Information

Overview

This unit aims to introduce theories and strategies of new product development and product management over its life cycle. In an increasingly competitive global market, the importance of developing and improving an existing or new product with a greater brand value is challenging. A new product development and its branding strategies require a substantial budget, time, institutional resources and collaboration. In this unit, you will learn the new product development processes, market appraisal and cost-benefit analysis of new product development and implementation. You will examine effective brand management processes and strategies to launch a new product. This unit will introduce a number of proven models and frameworks to analyse each of the stages of new product development processes, life cycle strategies, social challenges, brand equity models and brand strategies.

Details

Career Level: Undergraduate
Unit Level: Level 3
Credit Points: 6
Student Contribution Band: 10
Fraction of Full-Time Student Load: 0.125

Pre-requisites or Co-requisites

Pre-requisite: MRKT11029 Fundamentals of Marketing.  

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Offerings For Term 1 - 2021

Brisbane
Melbourne
Online
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Class and Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Bundaberg, Cairns, Emerald, Gladstone, Mackay, Rockhampton, Townsville
Adelaide, Brisbane, Melbourne, Perth, Sydney

Assessment Overview

1. Case Study
Weighting: 20%
2. Practical Assessment
Weighting: 40%
3. Report
Weighting: 40%

Assessment Grading

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.

Previous Student Feedback

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Have your say

Feedback

Assessment 2 and 3 needs to be redesigned with focus on brand management principles.

Recommendation

Redesign assessment 2 and 3 with focus on brand management principles such as brand equity and resonance model.

Feedback from UC self evaluation

Feedback

The unit needs to be redisgned.

Recommendation

The assessment items and the learning outcomes need to be closely integrated.

Feedback from UC self evaluation

Feedback

Textbook

Recommendation

Unit Coordinator recommended to find a suitable textbook for the unit.

Unit Learning Outcomes
On successful completion of this unit, you will be able to:
  1. Assess the social and business challenges of new product development, and the importance of socially innovative products/services in an organisation
  2. Evaluate new product development processes, including product portfolio analysis, marketing planning models, cost-benefit analysis, and brand equity concepts
  3. Critically examine the factors contributing to success and failure of new product development
  4. Develop a new product development plan and branding strategies.
Alignment of Learning Outcomes, Assessment and Graduate Attributes
N/A Level
Introductory Level
Intermediate Level
Graduate Level
Professional Level
Advanced Level

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Case Study - 20%
2 - Practical Assessment - 40%
3 - Report - 40%

Alignment of Graduate Attributes to Learning Outcomes

Graduate Attributes Learning Outcomes
1 2 3 4
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
5 - Team Work
6 - Information Technology Competence
7 - Cross Cultural Competence
8 - Ethical practice
9 - Social Innovation

Alignment of Assessment Tasks to Graduate Attributes

Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Case Study - 20%
2 - Practical Assessment - 40%
3 - Report - 40%
Textbooks and Resources

Textbooks

Prescribed

Innovation Management and New Product Development 6th (2016)

Authors: Trott, P.
Pearson UK
London London , England
ISBN: 9781292133423
Binding: Paperback

Additional Textbook Information

The prescribed textbook is also available in eBook format and this can be purchased online directly from Pearson Australia here: https://www.pearson.com.au/9781292170695

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
  • Microsoft Word
Referencing Style

All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)

For further information, see the Assessment Tasks.

Teaching Contacts
Warren Lawson Unit Coordinator
w.lawson1@cqu.edu.au
Schedule
Week 1 Begin Date: 08 Mar 2021

Module/Topic

Innovation management: an introduction

Chapter

1 & 2

Events and Submissions/Topic

Week 2 Begin Date: 15 Mar 2021

Module/Topic

Managing innovation within firms

Chapter

3, 4 and 5

Events and Submissions/Topic

Week 3 Begin Date: 22 Mar 2021

Module/Topic

Managing intellectual property

Chapter

6

Events and Submissions/Topic

Week 4 Begin Date: 29 Mar 2021

Module/Topic

Managing organisational knowledge

Chapter

7

Events and Submissions/Topic

First Assessment Due: Week 4 Friday (2 Apr 2021) 11:45 pm AEST
Week 5 Begin Date: 05 Apr 2021

Module/Topic

Strategic alliances and networks


Chapter

8

Events and Submissions/Topic

Vacation Week Begin Date: 12 Apr 2021

Module/Topic

Chapter

Events and Submissions/Topic

Week 6 Begin Date: 19 Apr 2021

Module/Topic

Management of research and development

Chapter

9

Events and Submissions/Topic

Week 7 Begin Date: 26 Apr 2021

Module/Topic

Business models

Chapter

12

Events and Submissions/Topic

Week 8 Begin Date: 03 May 2021

Module/Topic

Product and brand strategy

Chapter

13

Events and Submissions/Topic

Second Assessment Due: Week 8 Friday (7 May 2021) 11:45 pm AEST
Week 9 Begin Date: 10 May 2021

Module/Topic

New product development

Chapter

14

Events and Submissions/Topic

Week 10 Begin Date: 17 May 2021

Module/Topic

New service innovation

Chapter

15

Events and Submissions/Topic

Week 11 Begin Date: 24 May 2021

Module/Topic

Market research and its influence on new product development

Chapter

16

Events and Submissions/Topic

Week 12 Begin Date: 31 May 2021

Module/Topic

Managing the new product development (NPD) process

Chapter

17

Events and Submissions/Topic

Third Assessment Due: Week 12 Friday (4 Jun 2021) 11:45 pm AEST
Term Specific Information

Contact information for Warren Lawson:


I encourage all students to contact me, either by email or telephone, with any personal questions or queries relating to the unit.


Email: w.lawson1@cqu.edu.au


Telephone: +61 (03) 9616 0518


I'm based on the Melbourne Campus and can be found during term in the Business and Law staff room on level 4, 120 Spencer Street.

Assessment Tasks

1 Case Study

Assessment Title
First Assessment

Task Description

The first assessment task requires you to read the case study titled 'Red Balloon digital marketing: How to strategically differentiate with artificial intelligence' and then answer the following four questions:

 

Q1. How can organisations start experimenting with AI-enabled technology?

Q2. How will consumers respond to AI-enabled marketing campaigns?

Q3. How can organisations integrate AI-enabled technology into their mobile-marketing strategies?

Q4. Can AI be used as a 'total-solution' marketing tool?


You will present your case study answers in a Word document. This Word document should be 1000 words maximum excluding the title page and reference list.


Instructions

  • This is an individual assessment (no groups).
  • The case study is accessible to all students through the unit Moodle site in the First Assessment section (as a PDF file).
  • Submit your case study answers online through the unit Moodle site.

Your Word document should contain the following:

  • A single Word document (no PDF), including a title page, answers to all four questions plus a reference list, using APA referencing style, showing use in-text of at least five (5) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.
  • Use size 12 font with 1.5 line-spacing in this Word document.

Skills

  • Case studies demonstrate problem-solving, decision-making, and communication skills.


Assessment Due Date

Week 4 Friday (2 Apr 2021) 11:45 pm AEST


Return Date to Students

Week 6 Friday (23 Apr 2021) 12:00 am AEST

The return date will apply to submissions made before or on the due date.


Weighting
20%

Assessment Criteria

  • Q1 Answer. Out of 4 marks.
  • Q2 Answer. Out of 4 marks.
  • Q3 Answer. Out of 4 marks.
  • Q4 Answer. Out of 4 marks.
  • Spelling, grammar, and written presentation. Out of 2 marks.
  • Citations and reference list. Out of 2 marks.
  • Total: Out of 20 marks.


Referencing Style

Submission
Online

Submission Instructions
Online (through Moodle)

Learning Outcomes Assessed
  • Assess the social and business challenges of new product development, and the importance of socially innovative products/services in an organisation
  • Develop a new product development plan and branding strategies.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Ethical practice

2 Practical Assessment

Assessment Title
Second Assessment

Task Description

The second assessment task requires you to develop and write a marketing strategy statement and proposal for a new product/service idea of your creation. You will present the marketing strategy statement and proposal as a single Word document. This Word document should be 2000 words maximum excluding the title page and reference list.


Your task is to choose ONE (1) of the business/organisation options listed below to develop and write a marketing strategy statement and proposal for a new product/service idea of your creation targeting the Australian market.

  1. Agriculture Automation Company.
  2. App Development Company.
  3. Elderly Care Home Complex.
  4. Environmental Consulting Company.
  5. FMCG Natural and Organic Company.
  6. Smart Home Developer.
  7. Tour Operator.


NB: The business/organisation option you choose and the new product/service idea you come up with will also be used in the Third Assessment task.


Your marketing strategy statement and proposal for a new product/service idea should include and address each of the following:

  1. Write a marketing strategy statement for the purpose of proposing a new product/service idea for your chosen business/organisation.
  2. Describe how you would conduct a business analysis for your new product/service idea.
  3. Outline why innovative products/services might be important to your chosen organisation/business.
  4. To narrow down the 'concept' of your new product/service idea, explain what makes your new/product service idea unique and whom it would likely appeal to and why.
  5. What do you need to consider ensuring your new product/service offering, and likely business model to be adopted, can remain sustainable (i.e., the social and business challenges of new product development)?
  6. Outline what other strategies your chosen organisation/business could use to source new product/service ideas and how this might be incorporated into their new product/service development strategy.

Instructions

  • This is an individual assessment (no groups).
  • Submit your Word document online through the unit Moodle site.

Your Word document should contain the following:

  • A single Word document (no PDF), including a title page, that addresses the six key parts above plus a reference list, using APA referencing style, showing use in-text of at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.
  • Use size 12 font with 1.5 line-spacing in this Word document.

Skills

  • New products/services are the lifeblood and revenue stream of any business/organisation.
  • This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.


Assessment Due Date

Week 8 Friday (7 May 2021) 11:45 pm AEST


Return Date to Students

Week 10 Friday (21 May 2021) 12:00 am AEST

The return date will apply to submissions made before or on the due date.


Weighting
40%

Assessment Criteria

  • Marketing strategy statement proposal for new product/service. Out of 6 marks.
  • Business analysis for new product/service idea. Out of 6 marks.
  • Importance of innovative new products/services. Out of 6 marks.
  • New/product service uniqueness and chosen target market/s. Out of 6 marks.
  • New product/service business challenges. Out of 5 marks.
  • Sources of new product/service ideas. Out of 4 marks.
  • Citations and reference list. Out of 4 marks.
  • Spelling, grammar and written presentation. Out of 3 marks.
  • Total: Out of 40 marks.


Referencing Style

Submission
Online

Submission Instructions
Online (through Moodle)

Learning Outcomes Assessed
  • Assess the social and business challenges of new product development, and the importance of socially innovative products/services in an organisation
  • Evaluate new product development processes, including product portfolio analysis, marketing planning models, cost-benefit analysis, and brand equity concepts
  • Critically examine the factors contributing to success and failure of new product development


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Ethical practice

3 Report

Assessment Title
Third Assessment

Task Description

The third assessment task requires you to prepare a new product development plan for your new product/service from the second assessment task. You will present the new product development plan as a formal business report. This report should be 2000 words maximum excluding the title page and reference list.


Your new product development plan should include and address each of the following:


1. Title page

  • The title page will include the name of your business/organisation and your new product/service, your name, student id number and lecturer/tutor name and campus (for on-campus students) and course name and code.

2. Executive summary

  • The executive summary should not read like an essay. You need to highlight only those critical aspects from your new product development plan. 
  • Outline only the main findings and recommendations from the report.
  • Use of sub-headings, dot or bullet points is recommended to better present the required information.

3. Table of contents

  • The table of contents will present each section of the new product development plan, including sub-headings, with their appropriate page number(s). Sections should be numbered (e.g. 1.0 Introduction). The introduction begins on page 1. Pages prior to the introduction use lower case Roman numerals such as i, ii, iii, iv, etc.

4. Introduction

  • The introduction should present a brief outline of the business/organisation and the proposed new product/service that is the major focus of this new product development plan. In addition, the aims and structure of the report should be presented.

5. Business analysis

  • Define or describe your idea. What exactly is the product/service you want to develop?
  • Identify your market. What will set this new product/service apart from your competition? What is the benefit of your proposed new product/service? What are your target customers’ frustrations with similar products/services on the market?

6. Prototype testing

  • Provide some ideas for making/building and testing your new product/service.

7. Marketing strategy and plan

  • Provide a strategy for marketing your new product/service to your targeted customers. What is the USP? What will be the branding strategy adopted?

8. Product/service launch

  • When, how and where will you launch the new product/service?

9. Reviewing the product/service

  • How are you going to keep your share of the market after your product/service is launched? How do you innovate to keep yourself ahead of other products/services and businesses?

10. Intellectual property (IP) protection

  • How will you stop competitors from copying your product/service?

11. Conclusion

  • In your opinion, why do you think your new product/service is likely to succeed? What might hinder the success of your new product/service? 

12. Reference list

  • Using APA referencing style, the new product development plan should include at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.


Instructions

  • This is an individual assessment (no groups).
  • Submit your formal business report online through the unit Moodle site.

Your formal business report should contain the following:

  • A single Word document (no PDF), including a title page, that addresses all the key parts above plus a reference list, using APA referencing style, showing use in-text of at least ten (10) quality sources of information such as from academic journal articles, academic textbooks, trade journals, newspaper articles and industry/business websites.
  • Use size 12 font with 1.5 line-spacing in this Word document.

Skills

  • A new product development plan is widely used by businesses/organisations to identify the process and timeline to design, create and build their products/services.
  • This is a challenging assignment. It will provide you with the opportunity to undertake a significant piece of work with a practical commercial application.


Assessment Due Date

Week 12 Friday (4 Jun 2021) 11:45 pm AEST


Return Date to Students

As this unit has no exam, the formal results for this last piece of assessment can only be released to students on Certification of Grades (9 July 2021).


Weighting
40%

Assessment Criteria

  • Executive Summary. Out of 2 marks.
  • Introduction. Out of 2 marks.
  • Business analysis. Out of 4 marks.
  • Prototype testing. Out of 5 marks.
  • Marketing strategy and plan. Out of 4 marks.
  • Product/service launch. Out of 4 marks.
  • Reviewing the product/service. Out of 5 marks.
  • Intellectual property (IP) protection. Out of 5 marks.
  • Conclusion. Out of 2 marks.
  • Structure, grammar and presentation. Out of 3 marks.
  • Citations and reference list. Out of 4 marks.
  • Total: Out of 40 marks.


Referencing Style

Submission
Online

Submission Instructions
Online (through Moodle)

Learning Outcomes Assessed
  • Evaluate new product development processes, including product portfolio analysis, marketing planning models, cost-benefit analysis, and brand equity concepts
  • Critically examine the factors contributing to success and failure of new product development
  • Develop a new product development plan and branding strategies.


Graduate Attributes
  • Communication
  • Problem Solving
  • Critical Thinking
  • Information Literacy
  • Ethical practice

Academic Integrity Statement

As a CQUniversity student you are expected to act honestly in all aspects of your academic work.

Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.

When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.

Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.

As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.

What is a breach of academic integrity?

A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.

Why is academic integrity important?

A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.

What can you do to act with integrity?

Where can I get assistance?

For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.