Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Innovation Management and New Product Development
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37293
Module Lead Eric Shiu
Level Masters Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-30 hours
Seminar-10 hours
Guided independent study-160 hours
Total: 200 hours
Description Innovation has been highlighted by CEOs in top companies as the most important contributor to long-term survival and success of an organisation. This module provides marketing students with specialist knowledge in how to best manage innovation process via which new product development activities can be optimised.

This module has two parts. The first part is innovation management which is strategic in nature and covers different types of innovation including but not limited to product innovation, service innovation, process innovation and business model innovation. The second part is new product development which is a key subset of innovation management. In this part both tangible and intangible products will be covered.

This specialist module will cover a wide spectrum of theories, concepts and techniques so that students choosing this optional module will be well-equipped to get involved in innovation management and new product development activities of the organisation they are working for after graduation.
Learning Outcomes By the end of the module students should be able to:
  • Explain the five stages of innovation process and the characteristics, theories, concepts and techniques under each of these stages.
  • Explain the theories, concepts and techniques for new product development activities.
  • Apply established and newly emerging knowledge in innovation and new product development to inform strategic marketing decisions and the resulting management of the marketing resources mix.
  • Solve marketing-related innovation and new product development problems based on a wide variety of information sources and critical thinking.
Assessment Methods & Exceptions Assessment:

A group project oral presentation 20%
An individual 3000 word essay 80%


An individual 4000 word essay on a different topic to the original assessment. (100%)
Reading List