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Undergraduate Module Descriptors 2012/13
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MS5104: New Product and Brand Development

Module Title New Product and Brand Development
Module Code MS5104
Module Tutor Mike Flynn
School Business and Management
CAT Points 15
Level of Study 5
Pre-requisites None
Co-requisites None
Restrictions Available only to Advertising and Marketing (MMB, MMS and ADV) students
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: 50% Coursework: Group work, standard, written: 2000 words or equivalent
002: 20% Coursework: Group work, presentation: 20 minutes, 500 words or equivalent
003: 30% Coursework: Individual, standard written: 1200 words or equivalent
Special Assessment Requirements
Indicative Resources

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

Important

Please note the course resources in this website are archived versions from previous years.

Course resources for the current years of entry are available to staff and students on Infonet.

Prospective students should use our Courses information as a starting point.

Old Archive

Course resources prior to 2012/13 can still be found in the original Maps and Descriptors Archive.

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