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Module Title
LM Product and Innovation Management
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 21966
Module Lead
Dr Eric Shiu
Level
Masters Level
Credits
10
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
MSc Marketing Suite
Exclusions
Description
Historical research on innovation behaviours leads to this major insight: organizational decisions on innovations are critical, but difficult and often result in failure to act. Whether large or small, manufacturing or service, consumer products or industrial products, public or private sector, organizations are increasingly realizing the importance of the management of their innovation activities in developing a competitive edge for the tangible or intangible products that they offer. However, realizing the importance does not imply their possession of the capability to manage their innovation activities. Nor does it necessarily lead to their actually devoting corresponding efforts to develop those activities. Against this background comes the desirability of getting to grips with the knowledge of product and innovation management for the benefit of any organization concerned.
Learning Outcomes
On completion of this module students will be able to :
demonstrate a systematic understanding of the role and importance of product and innovation management;
demonstrate a comprehensive knowledge and understanding of concept, types and measurements of innovation;
identify, apply and evaluate the five stages of the product innovation process, and the characteristics and concepts under each of these stages;
critically appraise and synthesise the skills involved in product and innovation management;
critique pricing, promotion and distribution policies specifically designed for highly innovated products;
identify and critically analyse the determinants of success or failure of a chose innovated product launched into the marketplace.