Product Policy and Innovation

Module code: MN7550

Module co-ordinator: Professor Mike Saren

Module Outline

This module aims to give you an understanding of the role and process of product development in marketing management. It also introduces and explains the concepts and techniques that can be used to analyse innovation and technology policies. Case studies will be used to illustrate individual and corporate behaviour regarding idea generation, R&D, new product development and market launch.

Topics covered

  • Concepts and techniques used to analyse and evaluate innovation and new product development in organisations.
  • New product development and innovation based on contemporary marketing thinking.
  • New product development dynamics and opportunities for growth.
  • New product development tools to sustain growth in complex and uncertain market situations.


113 hours of guided independent study


Two-hour exam (100%)