Abstract
Strong brands and product innovation are important ingredients for the success of organisations in a rapidly changing world. Brands deliver value to consumers primarily through innovation, be it introducing new products and services, as well as through innovation in areas such as packaging, distribution, and product delivery. This subject will … For more content click the Read More button below.
Syllabus
The importance of branding and innovation for marketing organisationsBrands and brand positioningManaging branding and innovationBuilding, measuring and managing brand equityManaging brands and products over timeProduct and brand strategySuccess factors in new product developmentThe new product development processBranding considerations and decisions across the stages of the new product development processIssues in … For more content click the Read More button below.
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to articulate and reflect on the role of innovation in organisations and the challenges organisations face managing brands and developing new products and services;
2.
be able to develop and make recommendations for specific brand strategies aimed at enhancing brand equity;
3.
be able to apply relevant theoretical concepts of brand and new product development strategy in a range of specific marketing contexts;
4.
be able to make recommendations on the design, development and implementation of activities required to take a new product from an idea or opportunity through to a successful launch; and
5.
be able to examine and critically evaluate branding and new product development activities in the marketplace.
Assumed knowledge
It is assumed that students will have completed MKT110