[A-3]COURSE SYLLABUS

1. Course Description (Approximately 100 words)

Summary of Module content:
Knowledge management; organising for innovation; managing the creation of value;
processes of new product and service development; innovation and development throughout
the product/service life cycle; enhancing key work skills including managing teams, effective
presentation, focused report writing.

MODULE AIMS
• equip students with a clear understanding of the links between the systematic acquisition of
knowledge, development of organisational understanding and the creation of value
• enable students to recognise the necessity for the effective interaction of different business
disciplines in order to successfully create customer and organisational value by
product/service development
2.• Course Goals
set innovation Objectives (Approximately
anddevelopment/management
and product 100 words)
within the wider issues of
organisation activity
• demonstrate the key similarities and differences in ‘physical good’ and service development
• assist students in the further development and practicing of business skills including
LEARNING OUTCOMESand report writing
teamwork, presentation
On completion of this module, the successful student should be able to:
1. interact effectively within a team or group dealing with issues relating to innovation and
product development.
2. discuss and explain a clear perspective on the cross-organisation nature of effective
knowledge and innovation management.
3. critically evaluate the importance of a structured approach to the organisational capturing of
knowledge as a precursor to effective innovation.
4. analyse a market need/want and select appropriate process(es) to successfully innovate
novel solutions to fulfil that need/want.
3.5.Textbook (Title, Author,
debate the organisational issuesPublisher,
which enableYear of Publication,
effective etc.)
innovation and product
development.
INDICATIVE
INDICATIVEREADINGSYLLABUS CONTENT
Essential
The syllabusReading
may include but not be limited to:
•Trott, P. (2002)
Knowledge Innovation
– the Management
relationship & New
of information, Product Development.
knowledge and competitiveFT advantage;
Prentice Hall
sources
Further
of Reading
knowledge; the collection and exploitation of knowledge; the learning organisation •
1. Tidd, Bessant
Innovation (2005)
– defining Managingprocesses
innovation; Innovation,
of 3innovation; fostering innovation
rd edition,
• New Wileydevelopment – NPD models; NPD strategy; product as both ‘goods’ and
product
2. Rainey (2005)
‘services’; Product Innovation,
pan organisation activity forCambridge University
NPD; managing the product life cycle; customer centred
3. Ettlie (2006) Managing Innovation, 2nd edition, Butterworth
activity
4. Kapfererdevelopment
• Service (2004) The New Strategic
– specific Brand Management,
challenges in developing and3rd edition,
managingKogan Page NPD in
services;
5. Baker, environments
nonprofit M. & Hart, S. (1999) Product Strategy and Management. Prentice-Hall: London
4.6.• Reference
Chernatony
Brand (2003) Creating
Development Powerful
– creating, Brands,
developing 3rd edition,
extending Butterworth
and defending brands
7. Hart, S. (ed.) (1996)
• Contemporary issuesNew Product
– impact Development:
of e-commerce; A Reader. The Dryden
internationalisation of NPD Press
and served
Academic Journals
8. Hollins, G, & Hollins, W, (1992) Total Design: Managing the Design Process in the Service
markets
Design Management Journal
Sector. Pitman: London
Harvard Business Review
9. Hollins, W. & Hollins, G. (1999) Over the Horizon. Wiley: Chichester
Industrial Marketing Management
10. Nonaka, I. & Takeuchi, H. (1995) The Knowledge Creating Company. Oxford Univ. Press
International Journal of Innovation Management
11. Senge, P. (1993) The Fifth Discipline: The art and practice of the learning organisation.
International Journal of New Product Development and Innovation Management
Random House Business Books
International Journal of Service Industry Management
12. Van Krogh, G. Ichijo, K. & Nonaka, I. (2000) Enabling Knowledge Creation. Oxford
Journal of Marketing
University Press
Journal of Marketing Management
13. Wilson, C. (1996) Superior product development: managing the process for innovative
Journal of Product Innovation Management
products. Blackwell Business
Journal of Services Marketing
Students will be supplied with relevant academic papers for each topic.
Periodicals
Marketing Business
Marketing Week -1-
Internet Resources
www.pdma.org – Product Development and Management Association
http://web.mit.edu/cipd/# - Center for Innovation in Product Development
www.pdba.org – Product Development Benchmarking Organisation
www.cbi.cgey.com – Center for Business Innovation
www.3m.com – 3M’s web site – good innovation stories
5. Course Requirements and Grades
TEACHING AND LEARNING METHODS
Weekly sessions of 3 hours, split between lectures and seminars. Core learning materials will
be provided in hard copy, on the web and/or Blackboard, as appropriate.
-lectures will introduce the key topics/concepts/theories and/or ideas. Where possible
specialist and expert speakers will be invited to conduct part of lectures
- seminars will provide the opportunity to explore issues in greater depth and to make links
between theory and a range of case study material
- some seminars may require the practising of group work and presentation skills

ASSESSMENT RATIONALE
Knowledge and innovation management requires teamwork. Therefore, group CW will
6.challenge
Course Calendar
students to come up with various strategies and solutions together. Exam is needed
Week
to assess how much Main
of this learning process each Content
student has retained. The exam may be
based on a case or combination of case analysis and short-answer questions.

ASSESSMENT1 CRITERIA Introduction to the module

Presentation and report writing ability; knowledge of key concepts; ability to apply key
concepts2 in a
Managing innovation within firms
systematic and realistic way.
ASSESSMENT METHODS AND WEIGHTINGS
Assessment3 Description Weighting Managing intellectual property
In-module: Group
CW
4
Case Analysis Managing organizational knowledge
40%
Group presentation -formative
5
Exam Pre-seen case and/or short answerStrategic alliances and networks
questions 60%
The group 6 presentation will be the outcome
Managementof a shared exercise
of research and leading to a formal
development
presentation in a simulated work environment. It will test the students’ ability to function
effectively as a new product development group and to prepare and execute a business
7 of a high standard.
presentation Managing R&D projects
It is not assessed, but the project will not be marked if students fail to present on time. So, the
presentation acts as an oral progress report and opportunity to receive feedback before
deadline8of CW submission. Open innovation and technology transfer

Exam is going to require students to apply acquired knowledge and skills to a specific case
and/or 9 Product and brand strategy
answer some strategic short-answer questions.
Please 10
note that qualifying mark for all components is 30%
New product development

11 New service innovation

12 Market research and its influence on new product development

13 Revision and Q&A

14 Independent study week

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