MKT5012 - Lecture 1 - Introduction + Assessment

Introduction to Module

  • Module: Innovation and Marketing Planning MKT5012

  • Instructor: Christopher Agyapong Siaw (PhD)

Teaching Background

  • Experience at Plymouth University, Sydney University, UNSW

  • Areas of interest: International Marketing, Strategic Marketing, Digital Marketing, Societal Marketing

Module Goals

  • Integrate marketing concepts with practical applications and other business functions

  • Understand marketing planning's relation to organizational strategy and culture

  • Recognize new product development (NPD) processes

Learning Outcomes

  • Grasp NPD and its commercialization

  • Analyze and communicate marketing plan concepts

  • Present a marketing plan formally and persuasively

  • Assess personal capabilities with available information

Course Structure

  • Weekly topics, including Market Audit, Strategic Marketing Planning, and New Product Launch Management

  • Activities: Face-to-face lectures, seminars, group discussions

Readings

  • Key texts include:

    • Wood (2017), "Essential Guide to Marketing Planning"

    • Trott (2022), "Innovation Management and New Product Development"

Assessment Overview

  • Group Presentation (100%): New Product Marketing Pitch

    • Focus on market analysis, product development, financial forecasting, and marketing strategies

    • Use of AI for idea generation and editing, with strict guidelines on research

Marking Criteria

  • Assessment based on clear presentation of product, market analysis, financial justification, and overall impact