MRKT13014 - New Product Development and Branding

General Information

Unit Synopsis

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

Level Undergraduate
Unit Level 3
Credit Points 6
Student Contribution Band SCA Band 4
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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2022

Term 1 - 2022 Profile
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).

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.

Assessment Tasks

This information will not be available until 8 weeks before term.
To see assessment details from an earlier availability, please search via a previous term.

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

Past Exams

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Previous Feedback

Term 1 - 2021 : The overall satisfaction for students in the last offering of this course was 4.5 (on a 5 point Likert scale), based on a 26% response rate.

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.

Source: 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.
Action Taken
Assessments 2 and 3 have been redesigned and now consist of a proposal for a new product/service idea and a new product development plan (including branding principles).
Source: UC self evaluation
Feedback
The unit needs to be redisgned.
Recommendation
The assessment items and the learning outcomes need to be closely integrated.
Action Taken
All three assessment items now better align to the unit Learning Outcomes.
Source: UC self evaluation
Feedback
Textbook
Recommendation
Unit Coordinator recommended to find a suitable textbook for the unit.
Action Taken
A more suitable textbook has now been adopted. Title: Innovation Management and New Product Development 6th edition (2016). Authors: Trott, P. Pearson UK London, England ISBN 9781292133423 Binding: Paperback
Source: Unit evaluation
Feedback
Some students would like to communicate with the unit coordinator through scheduled weekly Zoom workshops that address weekly learning activities and to spend time discussing assessments.
Recommendation
Offer weekly Zoom workshops to address the weekly learning activities and to discuss assessments. All Zoom sessions are to be recorded and uploaded within 24 hours to the unit Moodle site for the benefit of those students who cannot participate.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students were receptive to the provision of assessment guidelines, marking rubrics, marking sheets, and exemplars.
Recommendation
Provide students with additional assessment support in the form of assessment guidelines, marking rubrics, marking sheets, and exemplars on the unit Moodle site.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students requested additional weekly learning resources on the unit Moodle site.
Recommendation
Continue to add relevant and current case studies, readings, and videos to the weekly modules on the unit Moodle site.
Action Taken
Nil.
Unit learning Outcomes
This information will not be available until 8 weeks before term.
To see Learning Outcomes from an earlier availability, please search via a previous term.