MKT20031 – Marketing and Innovation

MKT20031     |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours

Prerequisites

Fundamentals of Marketing (MKT10007)

Corequisites

 N/A

Aims and Objectives

New Unit – 2020 and will replace MKT20024

This unit aims to introduce students to the process of product/service development, starting from idea generation which should be aimed at satisfying consumers’ current and latent needs, to building prototypes with the aim of improving the customer experience, and ultimately bringing the innovation to the market place. The role of digital technology throughout the product/service development process will be discussed from crowd idea generation via online community and lead users, to using digital technology as part of the delivery process and linking into distribution channels such as Amazon Go or Netflix to foster customer loyalty and repurchase.

Students who successfully complete this unit will be able to:
1. Describe the scope of the marketing function and its role in a firm’s innovation process focusing on customer value creation and customer experience
2. Apply the knowledge of new product/service development processes as well as digital technology to formulate strategic, operational and tactical product/service innovation decisions
3. Develop a marketing plan related to the launch of a new product or service drawing on a range of evidence sources
4. Apply ethical principles and social considerations in the new product development process
5. Work and communicate effectively as an individual or in teams across a range of activities and contexts

General Skills Outcome

• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently