Programme And Module Handbook
Course Details in 2020/21 Session

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Module Title LM Product and Innovation Management
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 21966
Module Lead Dr Eric Shiu
Level Masters Level
Credits 10
Semester Semester 2
Restrictions MSc Marketing Suite
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.
Assessment 21966-01 : Individual Assignment : Coursework (100%)
Assessment Methods & Exceptions Individual coursework assignment, 3,000 words (100%) Reassessment: Individual assignment 3,000 words (100%)
Reading List