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Unit of study_

MKTG6004: New Product Development

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.


Academic unit Marketing
Unit code MKTG6004
Unit name New Product Development
Session, year
Semester 1, 2020
Attendance mode Normal day
Location Camperdown/Darlington, Sydney
Credit points 6

Enrolment rules

Available to study abroad and exchange students


Teaching staff and contact details

Coordinator John Parker,
Tutor(s) John Parker ,
Type Description Weight Due Length
Final exam Final exam
Multiple choice and written exam
30% Formal exam period 2 hours
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Participation Seminar participation
5% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Case study preparation
5% Week 06 n/a
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
In-semester test Mid-semester exam
Multiple choice exam
20% Week 08 70 minutes
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Assignment group assignment Group written project
28% Week 11
Due date: 24 May 2020 at 17:00

Closing date: 31 May 2020
3500 words
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Participation Business research component
2% Week 11
Due date: 22 May 2020 at 17:00

Closing date: 22 May 2020
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Presentation group assignment Group presentation
Oral presentation
10% Week 12
Due date: 26 May 2020 at 13:00
15 minutes
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
group assignment = group assignment ?
  • 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 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


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. 


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.


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.


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. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

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.

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

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.

WK Topic Learning activity Learning outcomes
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 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.

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

More information can be found on Canvas.


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