|Prerequisites for Module|
BS1225 Marketing or equivalent, in addition to SCQF Level 9 entry requirements or equivalent.
Aims of Module
To provide students with the ability to understand new product development as a source of competitive advantage and to critically analyse business marketing and sales situations and make sound decisions based on the principles, theory and practice of marketing.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Assess the contribution of new product development to business development within the context of business planning. |
||Critically evaluate recent new product development theory and practice |
||Analyse, critically appraise and solve business marketing issues and appreciate the business customer perspective|
||Have a critical awareness and understanding of the contribution of personal selling and sales management in marketing to business. |
Indicative Module Content
The nature and the need for new product development. Recent theory of product development; models; the process and its management; factors for success and failure. Writing a new product proposal. Organisational buying behaviour and the buy grid framework. Assessing business market opportunities. The business marketing mix; business marketing segmentation. Sales management; salesforce design, motivation and training, reward and evaluation. Developing and implementing a business marketing plan.
Indicative Student Workload
|Directed study and reading||60|
Mode of Delivery
This module is lecture and seminar based. Lectures provide the core theoretical content, while seminars develop the associated higher level skills and practice.
||Learning Outcomes Assessed|
|Component 1 ||1,2,3,4|
The module is assessed by closed book examination
|1.||BESSANT, J., and TIDD J., 2011. Innovation and entrepreneurship. 2nd ed. Chicester: Wiley.|
|2.||HUTT, M.D. and SPEH, T.W., 2012. Business marketing management. 11th ed. Mason, OH: South Western Cengage Learning.|
|3.||JOBBER, D. and LANCASTER, G., 2009. Selling and sales management. 8th ed. Harlow: Pearson Education.|
|4.||TROTT, P., 2012. Innovation management and new product development. 5th ed. Harlow: Pearson Education.|