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School of Management, Unit Catalogue 2011/12

MN50416: Commercialisation of new technology

Click here for further information Credits: 6
Click here for further information Level: Masters UG & PG (FHEQ level 7)
Click here for further information Period: Semester 2
Click here for further information Assessment: CW 60%, EX 40%
Click here for further information Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Click here for further information Requisites:
Click here for further information Description: Aims:
To examine how new technologies (e.g. products, services, software, systems, etc.) can be effectively commercialised.

Learning Outcomes:
At the end of the course students will be able to:
* Appreciate the range of mechanisms via which a variety of technologies can generate commercial value.
* Understand the role of intellectual property regimes/complementary assets in determining appropriate commercialisation strategies (e.g. licensing, standard setting, co-operation, new business start-up).
* Understand traditional/contemporary marketing tools and techniques for analysis of technology markets.

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 of new technologies (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 potential range of, and practically contribute to, various technology commercialisation strategies (T, F)
* operate effectively both independently as well as within teams and assume leadership roles where appropriate (F)
Transferable/Key skills:
* 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)
* 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)

The ability to realise meaningful commercial value from new technologies (typically, but not restricted to, those embodied in products or services) is a core source of advantage for individual entrepreneurs, organisations (public and private) and national/regional economies. This module serves as a pragmatic introduction to key commercialization concepts and tools.
Students will consider a range of strategic issues (such as intellectual property rights, complementary assets, market dynamics) and more practical technology marketing techniques (e.g. focus groups, beta testing, etc.)
Click here for further informationProgramme availability:

MN50416 is Compulsory on the following programmes:

Department of Electronic & Electrical Engineering School of Management
  • TXXX-AFM13 : MSc Innovation and Technology Management (Full-time)
Department of Mechanical Engineering

MN50416 is Optional on the following programmes:

Department of Computer Science
  • RSCM-AFD02 : Doctor of Engineering (EngD) in Digital Media (Full-time)

NB. Programmes and units are subject to change at any time, in accordance with normal University procedures.