• Semester 2 (External)

Synopsis

This  unit  could build on Marketing Management, Buyer  Behaviour  and
Services  Marketing to develop the tools necessary  to  create  a  new
product (consumer, industrial or services). To do this, students would
need  to  develop  an appreciation of the potential  methods  of  idea
generation  and  screening,  market identification  and  market  entry
strategy   and   an  identification  of  the  customers,   their   key
requirements  (and  the needs being fulfilled).  Students  would  also
develop  an  understanding  of  product positioning  using  perceptual
mapping  and  segmentation, quality control and sales forecasting  and
revealed  preference techniques. A contemporary unit  of  this  nature
would  need to encompass the tenets of design quality. This unit would
also  develop an understanding of product testing and management  over
its  life  cycle  and an examination of the financial aspects  of  the
product following its launch.