School of Management, Unit Catalogue 2008/09 |
MN50416 Commercialisation of new technology |
| Credits: 6 |
| Level: Masters |
| Semester: 1 |
| Assessment: EX 100% |
| Requisites: |
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Aims: The aim of this unit is to examine how products and services can best be commercialised through an understanding of markets and marketing.
Learning Outcomes: At the end of the course students will be able to: * Appreciate the way in which products and services are taken to the marketplace. * Understand contemporary marketing tools and techniques for market analysis. * Integrate market-defined needs with organisational process to usefully commercialise new products and services. Skills: Intellectual skills: * the facility to apply subject-specific knowledge into a range of complex situations, taking into account the overall implications for the other areas of the business (TF/A) * a critical awareness of current issues and frameworks in commercialisation (T/F/A) * the ability to acquire and analyse data, information and situations; to evaluate relevance and validity, and to synthesise it in the context of topical business problems (A) Professional Practical skills: * evaluate the current standing of an organization and practically contribute to the attainment of the company's commercialisation strategies and objectives (T, F) * operate effectively both independently as well as within teams and assume leadership roles where appropriate (F) Transferable/Key skills: * an openness and capacity to continue learning with the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to the present situations (T/F) Personal/Interpersonal: * an ability to manage and work in international teams with an awareness of issues such as culture and gender, to identify learning/working styles and to use these to the benefit of the individual and the team (F) * the facility to communicate, especially through written and oral presentations, preparation and production of effective business reports (T/F/A). Content: The ability to rapidly deliver new products or services to the marketplace is increasingly seen as a core competitive advantage for the modern organisation. This module serves as a introduction to the processes by which organisations in the public and private sector bring new products and services to the marketplace. Students will consider the strategic process to the marketplace: This will include customer analysis, conducting a marketing audit, integrating marketing with the broader business, mapping out the strategic pathway to the market/marketing planning process, implementing and monitoring marketing strategy. |