Product Policy and Innovation

Module code: MN7317

Module co-ordinator: Professor Mike Saren

Module Outline

This module develops a critical understanding of the role and process of product development and the crucial role of innovation in marketing. It uses case studies to illustrate how individuals and corporations behave with respect to idea generation, R&D, new product development and market launch. You will learn the concepts and techniques used to analyse innovation and technology policies, initiatives and strategy.


  • 20 one-hour lectures
  • Two one-hour seminars


  • Exam, two hours (100%)