Skip to main content
Unit outline_

MKTG6004: New Product Development

Semester 1, 2023 [Normal day] - Camperdown/Darlington, Sydney

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

Academic unit Marketing
Credit points 6
Assumed knowledge


Available to study abroad and exchange students


Teaching staff

Coordinator Jeffrey Lim,
Type Description Weight Due Length
Supervised exam
Final exam
Format to be advised
30% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Participation Class participation
12% Multiple weeks Subject to task
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Supervised test
In-semester test
Format to be advised
20% Week 07
Due date: 03 Apr 2023 at 10:00
50 minutes
Outcomes assessed: LO1 LO2 LO3
Presentation group assignment Group poster
Poster showcase
10% Week 13
Due date: 26 May 2023 at 23:59

Closing date: 02 Jun 2023
5 mins
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
Assignment group assignment Group project
Final report
28% Week 13
Due date: 26 May 2023 at 23:59

Closing date: 02 Jun 2023
2000 words
Outcomes assessed: LO1 LO2 LO3 LO4 LO5
group assignment = group assignment ?

Assessment summary

  • In-semester test: This individual component will be held within your scheduled lecture day/time in week 7 (on April 03, Monday). It is designed to test your understanding of the course materials presented during the initial stages of the semester.
  • Group poster: This group component is directly associated with your project. The key objective is to display your NP idea using a combination of visuals & text in a poster format. All members in the group are required to contribute to the poster due in week 13. Each group will also showcase their poster in their respective workshop in week 13.
  • Group project: In this group component, you will propose a NP idea for development and marketing. You will (1) discuss and justify the NP idea, (2) evaluate it's viability and suitability, & (3) identify an appropriate launch plan for it. It is expected that primary/secondary research and supporting data will play an important role in the conception and evaluation aspects of the new product idea. Please note that peer evaluations will be used for both group components (i.e. group poster & final report).
  • Class participation: Our scheduled workshops are designed to support and provide on-going guidance to the execution and management of the project. In designated weeks, project groups will have opportunities to discuss, complete and submit progressive tasks (acting as drafts) that feedforward to the project.
  • Final exam: This indivdual assessment will be held during the formal examination period scheduled by the Exams Office. It will assess your understanding of the course materials presented during the semester.
  • Further details for each component highlighted above 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 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.

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.

WK Topic Learning activity Learning outcomes
Week 01 Course Overview; The Strategic Elements of Product Development (C1) Seminar (3 hr) LO1
Week 02 The New Products Process (C2); Opportunity Identification and Selection: Strategic Planning for New Products (C3) Seminar (3 hr) LO1
Week 03 The Product Concept and Ready-Made New Product Ideas (C4); New Product Ideas: The Problem Find-Solve Approach (C5) Seminar (3 hr) LO2
Week 04 New Product Ideas: Analytical Attribute Approaches (C6) Seminar (3 hr) LO2
Week 05 Concept Evaluation and Testing (C7); The Full Screen (C8) Seminar (3 hr) LO3
Week 06 Sales Forecasting and Financial Analysis (C9); Product Protocol (C10) Seminar (3 hr) LO3
Week 07 In-semester Test; Project Discussion/Consultation Seminar (3 hr) LO1 LO2 LO3
Week 08 Design (C11); Development Team Management (C12) Seminar (3 hr) LO4
Week 09 Product Use Testing (C13) Seminar (3 hr) LO4
Week 10 Strategic Launch Planning (C14); Implementation of the Strategic Plan (C15) Seminar (3 hr) LO5
Week 11 Market Testing (C16); Launch Management (C17) Seminar (3 hr) LO5
Week 12 Project Discussion & Finalisation Seminar (3 hr) LO1 LO2 LO3 LO4 LO5
Week 13 Revision; Poster Showcase Seminar (3 hr) LO1 LO2 LO3 LO4 LO5

Attendance and class requirements

Lecture recordings: All lectures 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 & Di Benedetto (2021) New Products Management, 12th edition, McGraw-Hill.
  • Additional readings for this unit can be accessed via 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

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

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

More information can be found on Canvas.


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.