Global Opportunities

MKT3100 : New Service Development (Study Abroad S2)

Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

Aims

Entrepreneurship and innovation management, specifically new product/service development, has become a new imperative in strategic marketing and management. Everybody wants to be the next Google, IBM, or Netflix; nobody wants to be Kodak, Blockbuster, or BlackBerry. Today, “Innovate or die” or “innovation is the source of competitive advantage” are common clichés in any business/technology related conferences, magazines, academic journals, and books. While these clichés are inspiring for many managers, achieving success through entrepreneurial action is not easy and the failure rate is high. What is missing is a clear set of principles for action! This can only be achieved by treating entrepreneurship and innovation as a process.

The focus of entrepreneurship and innovation management is to enable a firm to respond to an external or internal opportunity, and uses its creative efforts to introduce new services. Successful new services, in turn, help capture and retain market share, increase profitability, and achieve competitive advantage. What characterizes such a process of innovation leading to success? Holistic integration of marketing, design and technology, combined with strategic thinking is the only way to manage innovation in a sustainable way.

This module examines entrepreneurship and innovation management from a strategic marketing perspective; enabling students explore principles in relation to entrepreneurship and innovation management, specifically new service development. This module will be delivered through introducing relevant literature, learning experiences, and industry-linked case studies; so that theory and practice go together.
studies; so that theory and practice go together.

Outline Of Syllabus

- Building the service innovation case
- Design Thinking for new services development
- Stages of new services development
- Methods of new services development
- Customer Co-Creation in new services development
- New services development launch management
- New services branding and positioning
- Design of Services Networks

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture101:0010:00PiP lectures, combination of 1 and 2 hour long sessions
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching41:004:00PiP seminars
Guided Independent StudyIndependent study121:0021:00Balance to equal 200 overall
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time21:002:001 pre-assessment clinic, 1 closing session
Total100:00
Jointly Taught With
Code Title
MKT3014New Product and Service Development
Teaching Rationale And Relationship

This module will be delivered through introducing relevant literature, group learning experiences, and industry-linked case studies; so that theory and practice go together. There will be a 11 weeks of lectures, seminars, and group discussions held throughout the semester. Students are in control of their learning in this module. Each session, there are learning opportunities that you must take advantage of, but to be able to do this you must stay up to date. Students are expected to participate actively and positively in the teaching/learning environment.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay2A1002000 words
Assessment Rationale And Relationship

Your progress is measured through a 2000 word Essay explaining the models and techniques required to implement a New Service. This assessment provides you with the opportunity to act independently, confidently and flexibly when evaluating and interpreting complex problems and selecting relevant tools/methods to aid decision making. Through the assessment and formative group work you will further develop your skills in communicating clearly, fluently and effectively using contemporary and traditional media formats to justify the findings of your investigation.

Reading Lists

Timetable