Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course examines the new product/service development and management process and particularly focusing on the contribution of marketing. Specific areas covered include market learning, research and development and marketing interface, unique characteristics of new service development (NSD) such as co-creation, product/service launch, the role of entrepreneurial marketing strategies reaching viable markets, marketing channels and building relationships with targeted customers.
Best performing brands today are technology companies such as Apple, Google, Microsoft and Amazon that have mastered the art of creating superior value to their customers through high value-adding innovative products. These companies have managed their new product development (NPD) process successfully which helps them achieving product profitability, market share, customer satisfaction and most importantly competitive advantage in highly competitive markets.
Broadly, new product/service development process involves the creation, development, marketing and management of products and services across product/service management cycles. The critical role marketing professionals play in successful product development and management is increasingly evident. This course primarily focuses on how marketing informs and interplays with technology development in developing and managing value-adding, cutting-edge product and services.
Products and services in many companies today are usually managed by a 'product' or 'brand' manager. In the absence of university degrees providing specific knowledge needed in this functional area, these managers learn 'on the job' and many of their decisions are strongly influenced by their professional background e.g. engineering, marketing and sales. This is cited as inefficient as they may not have the capacity to make holistic decisions focussing on broader strategic challenges faced by the company. Addressing this lacuna in management education, this course equips students with an understanding of the key processes involved with product and service management, examining the strategising, marketing and managing public liability and environmental issues of new products/services. The course also facilitates students learning through class activities and an authentic assessment scheme that facilitates students acquiring knowledge skills for real world new product and service development.
Course Changes in Response to Previous Student Feedback
The feedback to this course has been positive with many students valuing the major project assessment which involved developing a substantially innovative product/service concept and concept testing it with potential customers.
In the current online environment, the focus will be providing students with opportunities for enhanced class participation for greater learning. This is facilitated by many class room activities, Kahoot-based weekly tutorials etc, Overall, students in addition to acquiring a comprehensive knowledge on all stages involved with new product and service development (NPD/NSD) will acquire analytical and critical thinking skills that will be valued by future employers.
Course requirements
Assumed background
A basic knowledge of marketing principles is required.ﾠBefore attempting this course, students are advised that it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by the School of Business, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
MKTG7501
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff doﾠnotﾠhave access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
Full name
Student ID
Course Code
Aims and outcomes
This course aims to provide an in-depth knowledge on how new product and service development is undertaken in organisations. Throughout the semester we will discuss all stages of new product and service development process starting from 'opportunity identification' through to 'product/service launch' to 'public liability issues and sustainability issues of new products/services'.
For greater learning, in weekly seminars, students will engage in Padlet-based break-up room activities and participate in Kahoot-based weekly tutorials based on previous week's seminar topic. The authentic assessment scheme aims to facilitate students acquiring conceptual knowledge and the analytical use of NPD/NSD concepts and skills for real-world new product and service development.
Overall, in addition to acquiring a comprehensive knowledge on new product and service development processes, students will develop skills in critical thinking, data analysis and interpretation, teamwork and video production skills that will be valued by future employers.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Understand the key stages of new product and service development and strategies to effectively handle such stages.
LO2.
In a group setting, critically evaluate new product and service development approaches using NPD/NSD concepts and frameworks.
LO3.
Understand how successful real-world firms manage new product and service development processes to remain competitive in highly competitive markets.
LO4.
In a group setting, develop the ability and skills to select and use the appropriate level, style and means of communication.
LO5.
Understand and critically apply ethics, public liability and broader environmental considerations in NPD/NSD.
LO6.
Gain a deeper understanding of the most recent value-adding innovations in key areas of new product/service development.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Presentation |
Major Project: New product concept presentation
|
10% Group oral presentation |
19/08/2024
Student presentations will commence this week. |
| Examination |
In-semester exam
|
30% Individual |
9/09/2024 5:00 pm
During class time. More information to follow. |
| Creative Production/ Exhibition, Paper/ Report/ Annotation |
Major project: Concept testing report (video)
|
30% Group project |
11/10/2024 5:00 pm |
| Examination |
Final Exam
|
30% |
End of Semester Exam Period 2/11/2024 - 16/11/2024 |
Assessment details
Major Project: New product concept presentation
- Team or group-based
- In-person
- Mode
- Activity/ Performance, Oral
- Category
- Presentation
- Weight
- 10% Group oral presentation
- Due date
19/08/2024
Student presentations will commence this week.
- Other conditions
- Peer assessed.
Task description
This oral presentation is the first part of the major project.
Student groups will present their new product/service concepts to a panel of assessors to gain feedback on the suitability of their concepts in terms of specified criteria to proceed to the next stage of the major project i.e., concept testing of the new product/service concept with real world customers.
This is a 'shark tank' style pitch in which student groups will convincingly argue that their concept conforms to specified requirements and will add substantial value to targeted consumers.
A detailed guide will be provided on Blackboard.
Peer assessment: For this assessment, all student groups must undertake a peer assessment as per specified form. This form will be provided on Blackboard. All completed forms must be separately uploaded on to the specified Blackboard link.
In the event a group is in dispute on the individual contribution of group members for the submission of this assessment by the specified date as per submission guide, marks will be apportioned based on the peer assessment outcome. Such disputes should be reported to the Course Coordinator within two days of submission of the assessment.
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Will be provided on Blackboard.
Deferral or extension
You may be able to apply for an extension.
All student groups must adhere to the presentation schedule published on Blackboard. In the event an extension is needed due to unforeseen circumstances, such should be discussed in advance with the tutor/ course coordinator.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
In-semester exam
- Online
- Mode
- Written
- Category
- Examination
- Weight
- 30% Individual
- Due date
9/09/2024 5:00 pm
During class time. More information to follow.
Task description
The rationale of this piece of assessment is to keep up to date with the concepts and frameworks in NPD/NSD. For students to have an accurate and clearer understanding of the frameworks and strategies, the basic concepts must be first understood. This understanding will be critically important for managing all other assessments effectively.
Therefore, this is an important milestone in this course.
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 60 minutes |
| Calculator options | Any calculator permitted |
| Open/closed book | Open Book examination |
| Exam platform | Learn.UQ |
| Invigilation | Not invigilated |
Submission guidelines
Will be provided on Blackboard.
Deferral or extension
You may be able to defer this exam.
See Policies and Guidelines (Section 6).
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Major project: Concept testing report (video)
- Team or group-based
- Mode
- Product/ Artefact/ Multimedia
- Category
- Creative Production/ Exhibition, Paper/ Report/ Annotation
- Weight
- 30% Group project
- Due date
11/10/2024 5:00 pm
- Other conditions
- Peer assessed.
Task description
In this group assessment, student groups will undertake a concept test survey for their new product service concept with potential consumers. The respondents for the survey can be real world consumers outside the class in order to achieve greater variety in responses and real world insights to your new product/service concept.
Your group will analyse survey data and report your observations/recommendations on the feasibility of the new concept to take it to the next stage of the new product/service development process. The survey will adhere to the ethical requirements for such studies stipulated by the University of Queensland. You must address specific instructions for each stage of the testing process that will be provided on Blackboard.
Your report will be a videographic presentation of the final report. Your group will be provided with detailed guidelines about this assessment during early weeks of the semester. Failure to submit this assessment by the due date will result in late penalties being applied.
Important information:
1. This assessment will challenge your groups' collective creativity. It will also be a great opportunity to apply your technology knowledge to solve an important consumer problem that will create added value to them.
In that spirit, you are advised, not try to copy the concepts that have been developed by students in previous years. We are keeping a registry of previous years' product/service.
2. Changes to groups and to your chosen product concept after the oral presentation are not desirable as such will hinder the progress of your project. In such event express written permission must be sought and obtained from the course coordinator. Do not assume that you can change your product concept or group without obtaining permission.
It is your responsibility to inform the course coordinator if there are any group difficulties and to seek alternative group membership.
Peer assessment: For this assessment, all student groups must undertake a peer assessment as per specified form. This form will be provided on Blackboard. All completed forms must be attached to the assessment submission as an Appendix.
In the event a group is in dispute on the individual contribution of group members for the submission of this assessment by the specified date as per submission guide, marks will be apportioned based on the peer assessment outcome.
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submission: Videographic presentation to be submitted to Turnitin on the specified date.
One student from each group will submit their video presentation via specified Blackboard link.
Deferral or extension
You may be able to apply for an extension.
All student groups must submit this assessment on the due date. Extensions will be considered only in exceptional and unforeseen circumstances.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Final Exam
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
End of Semester Exam Period
2/11/2024 - 16/11/2024
Task description
Type: Individual, invigilated examination.
Due Date: During the Examination Period.
Format: Short essay
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - specified written materials permitted |
| Materials | One A4 sheet of typed notes, double sided, is permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
See section 6: Policies and Guidelines.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Other course materials
If we've listed something under further requirement, you'll need to provide your own.
Required
| Item | Description | Further Requirement |
|---|---|---|
| Crawford, M and Di Benedetto, A (2021), New products management, McGraw-Hill Irwin, ISBN 978-1-260-57508-8 | ||
| In many sessions of this course, articles from both academic journals and business magazines will be used. Such articles will be uploaded onto Blackboard |
Recommended
| Item | Description | Further Requirement |
|---|---|---|
| (1) Isaacson, Walter (2011) Steve Jobs, Simon & Schuster (USA), ISBN 978-1-4516-4853-9 OR Little, Brown (UK) ISBN 978-1-4087-0374-8 (2) Elon Musk: How the Billionaire CEO of SpaceX and Tesla is Shaping our Future, Ashlee vance, Virgin/Amazon (3) Alibaba: The House That Jack Ma Built, Duncan Clark, Harper Collins/Amazon In addition these biographies, a set of journal articles relating each seminar topic will be provided on Blackboard. |
Additional learning resources information
Learn (Blackboard)
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
- As Blackboard is a web‐based application, you will need a recently‐released browser for your computer. For the latest Release Notes for Bb Student, see http://en-gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student.
- For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts or contact AskUs https://web.library.uq.edu.au/contact-us or telephone 334 64312.
Sustainable Development Goal
This course integrates the following Sustainable Development Goal through lectures and assessment.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Course overview and assessment Course overview: Basic product/service innovation concepts, innovation as a source of competitive advantage, marketing input in the NPD/NSD process Course activities and assessment briefing---formation of groups Readings/Ref: Crawford & Di (Chapters 1,2). |
Week 2 |
Lecture |
Opportunity identification and selection Idea generation, Sources of new product/service ideas, the market driven vs market driving debate in product and service strategy, emergent BOP markets. TUTORIALS STARTING THIS WEEK. Readings/Ref: Crawford & Di (Chapters 1,3) |
Tutorial |
Tutorial 1 Group formation Class discussion/ Group exercise |
|
Week 3 |
Lecture |
Concept generation Extending the identified market opportunities to generate new product/service concepts - finding and solving customer problems, what constitutes a new product/service concept. Readings/Ref: Crawford & Di (Chapters 1,2,3,4) |
Tutorial |
Tutorial 2 Class discussion New product concept development |
|
Week 4 |
Lecture |
Concept project evaluation Concept evaluation system - a critical stage in NPD/NSD. Concept testing (customer-focused)procedure and full-screen (technical-commercial evaluation) process NEW PRODUCT CONCEPT (GROUP) DUE THIS WEEK Readings/Ref: Crawford & Di (Chapters 8, 9, 10) |
Tutorial |
Tutorial 3 Royal Queensland Show Public Holiday - Wednesday 14 Aug 2024 - Check Blackboard for announcements about affected classes. Class discussion New product concept due this week - student groups to indicate their new product concepts to the tutor. |
|
Week 5 |
Lecture |
Sales forecasting and product protocol Product and service pricing, sales forecasting for new products, ATAR model, product protocol, voice of the customer (VOC). ORAL PRESENTATIONS (GROUP) STARTING THIS WEEK. Readings/Ref: Crawford & Di (Chapters 8,11,12) |
Tutorial |
Tutorial 4 Class discussion New product concept - oral presentations (Group) starting this week at tutorials. |
|
Week 6 |
Lecture |
Design and team building issues Design and team building: Product/service design issues, universal principles, marketing input in product and service design, organizational design issues and team building MAJOR PROJECT SUBMISSION GUIDE - DISCUSSION Readings/Ref: Crawford & Di (chapter 13, 14); Lovelock ( chapter 3) |
Tutorial |
Tutorial 5 Class discussion New product concept - oral presentations (Group) |
|
Week 7 |
Lecture |
Product use testing Product use testing and NSD process, how NSD differs from NPD; Why Product use testing (PUT), methods, arguments for/against PUT. Readings/Ref: Lovelock (chapter 3), Crawford & Di (chapter 15). |
Tutorial |
Tutorial 6 Class discussion New product concept - oral presentations (Group) |
|
Week 8 |
Lecture |
In-Semester exam during class time IN-SEMESTER EXAM (INDIVIDUAL) DUE ON 09/09/2024. |
Tutorial |
Tutorial 7 Class discussion |
|
Week 9 |
Lecture |
Competing on services Services blueprinting and positioning, Service-based competitive strategy, Strategic service development for gaining positional advantages in competitive markets, managing customer experience. No text chapter - readings provided on Blackboard. MAJOR PROJECT SUBMISSION PROGRESS REVIEW + WORKSHOP Readings/Ref: Lovelock (chapter 3) + Readings. |
Tutorial |
Tutorial 8 Class discussion Refining new product concept - Survey planning and launch. |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-semester break No classes. |
Week 10 |
Lecture |
New product/service launch Revisiting strategic goals, strategic platforms, strategic marketing issues, planning and execution of the launch effort Readings/Ref: Crawford & Di (16,17,19). |
Tutorial |
Tutorial 9 Class discussion Major project submission review. |
|
Week 11 |
Lecture |
High-tech product marketing strategy Characteristics of high-tech products, Innovation diffusion theories, 'crossing-the-chasm', entrepreneurial marketing strategies to reach mainstream markets -- no text chapter -- readings provided on blackboard. MAJOR PROJECT - CONCEPT TESTING VIDEO (GROUP) DUE THIS WEEK. Readings/Ref: Not in Textbook. Extra readings will be provided. King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. |
Tutorial |
Tutorial 10 King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. Class discussion |
|
Week 12 |
Lecture |
Public liability, ethical and legal issues A cycle of concerns in product/service marketing, product liability and sustainability initiatives. Readings/Ref: Crawford & Di (Chapters 20) |
Tutorial |
Tutorial 11 Class discussion |
|
Week 13 |
Lecture |
Course review Revisiting the course content and final exam guide. |
Tutorial |
Tutorial 12 Class discussion |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.
School guidelines
Your school has additional guidelines you'll need to follow for this course:
- Exams and assessment advice
Course guidelines
IMPORTANT: Plagiarism and use of AI generated content
All assessment tasks in this course prohibit the use of AI. Assessment tasks evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.