Outline

Overview

New products and services are crucial to successful growth and increased profits in many industries. Students are introduced to the development and marketing of new products and services in both the private and public sectors. A product development assignment is carried out to reinforce the material covered and to provide realistic examples of how new products are designed, tested and launched.

Unit details and rules

Unit code	MKTG6004
Academic unit	Marketing
Credit points	6
Prohibitions ?	None
Prerequisites ?	MKTG5001
Corequisites ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	John Parker, john.parker@sydney.edu.au
Tutor(s)	John Parker, john.parker@sydney.edu.au

Type	Description	Weight	Due	Length
Final exam	Final exam Multiple choice and written exam	30%	Formal exam period	2 hours
Outcomes assessed:
Participation	Seminar participation Participation	5%	Ongoing	Ongoing
Outcomes assessed:
Participation	Case study preparation Participation	5%	Week 06	n/a
Outcomes assessed:
In-semester test	Mid-semester exam Multiple choice exam	20%	Week 08	70 minutes
Outcomes assessed:
Assignment	Group written project Report	28%	Week 11 Due date: 24 May 2020 at 17:00 Closing date: 31 May 2020	3500 words
Outcomes assessed:
Participation	Business research component Participation	2%	Week 11 Due date: 22 May 2020 at 17:00 Closing date: 22 May 2020	n/a
Outcomes assessed:
Presentation	Group presentation Oral presentation	10%	Week 12 Due date: 26 May 2020 at 13:00	15 minutes
Outcomes assessed:
= group assignment ?

Assessment summary

Mid-semester exam: Exam questions will be drawn from the content covered in the lectures, textbook, and readings materials up to and including week 6 of the semester. The exam will be held in the your assigned week 8 seminar stream.
Group written project: Working in groups, students will identify a new product idea for development and marketing. Each group must prepare a report detailing the application of the 5 phases in the new product development process. The report must be submitted to Turnitin by one group member.
Group presentation: Groups will showcase their new product idea in an informative and inspiring presentation. As part of the group presentation, there will be a group mark and individual mark as detailed in the marking rubric. All presentations will take place in week 12 in your assigned seminar stream.
Seminar participation: Students are expected to prepare for the seminar-discussion each week as per the topics listed in the unit of study in order to engage in a discussion that will benefit the learning of your fellow peers. However, your participation will not simply be a measure of how much you contribute to class discussion, but more importantly whether your comments are thoughtful and stimulating, provide insight into the topics of investigation, pose interesting questions to your peers and provide relevant examples to illustrate your point of view.
Case study preparation: Students will be required to write a formal typed response to questions presented in a New Product
Development case study. Student responses to the case study must be handed to their lecturer at the beginning of their seminar stream.
Business research component: Students will have two options for completing this assessment; option 1: Participating in a research study or option 2: Research paper review. Please refer to the new Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment. Questions? Do NOT email your lecturer about this assessment. ALL questions about this assessment should be directed to Business.ResearchComponent@sydney.edu.au and will be responded to promptly.
Final exam: Questions will be based on the topics covered in the lectures, textbook, and reading materials.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week 01	1. Phase 1: opportunity identification and selection; 2. The strategic elements of product development	Seminar (3 hr)
Week 02	1. The new products process; 2. Opportunity identification and selection: strategic planning for new products	Seminar (3 hr)
Week 03	1. Phase 2: concept generation; 2. Creativity and the product concept; 3. Finding and solving customers' problems	Seminar (3 hr)
Week 04	1. Analytical attribute approaches: introduction and perceptual mapping; 2. Analytical attribute approaches: trade-off analysis and qualitative techniques	Seminar (3 hr)
Week 05	1. Phase 3: concept evaluation; 2. The concept evaluation system; 3. Concept testing	Seminar (3 hr)
Week 06	1. The full screen; 2. Sales forecasting and financial analysis	Seminar (3 hr)
Week 07	Product protocol	Seminar (3 hr)
Week 08	Mid-semester exam	Seminar (3 hr)
Week 09	1. Phase 4: product development; 2. Design; 3. Product use testing	Seminar (3 hr)
Week 10	1. Phase 5: launch; 2. Strategic launch planning; 3. Implementation of the strategic plan	Seminar (3 hr)
Week 11	Group project workshop	Seminar (3 hr)
Week 12	Group presentations	Seminar (3 hr)
Week 13	1. Market testing; 2. Launch management; 3. Final exam discussion	Seminar (3 hr)

Attendance and class requirements

Lecture recordings: All lectures and seminars are recorded and will be available on Canvas for student use. Please note the business school does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Crawford, M. and Di Benedetto (2014). New Products Management (11th Edition), New York, NY: McGraw-Hill.

All readings for this unit can be accessed on the Library eReserve link available on Canvas.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. identify opportunities for new product development
LO2. utilise creative and analytical techniques to generate new product concepts
LO3. evaluate a new product concept and prepare an overall assessment prior to a commercial commitment
LO4. develop an appropriate launch and management plan for a new product
LO5. evaluate the market success of a new product launch from a strategic, financial and competitive perspective.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

No changes have been made since this unit was last offered.

Additional information

More information can be found on Canvas.

Business School Policies

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG6004: New Product Development

Semester 1, 2020 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect