BSc Management (Marketing)

The course examines the ways in which products and their associated markets evolve, from inception to maturity, putting a particular emphasis on the introduction of innovations and the factors which influence their success or failure. Topics covered include: New product (and service) development and innovation - the meaning of success and failure; emerging needs and the demand for innovations, including unsatisfied demands; originator versus (fast) follower strategies in the supply of innovations (including how intellectual property rights help originators or imitators); the product and industry life-cycle and the changing locus of innovation from products to processes; cooperative and competitive strategies for building and defending new markets; technological paradigms, trajectories and the building of unique capabilities; disruptive innovations and the death of old industries and markets. This list of topics is not definitive, but intended to give an overview of the content of the course.

Student must be registered on BSc Mgt/Mgt Specialism, IM, IMABS, ITMB/ITMB Specialisms and IBFE.

Only available to students on: Mgt/Mgt Specialism; IMABS; IM; IBFE and ITMB.

Students undertaking the course will acquire an understanding of the influences which determine the success or failure of product and service innovations in markets and the evolution of markets and industries over time.

Students will develop the ability to undertake a case study in which the theoretical and case study knowledge covered during the course can be applied. Students will also develop practical skills in report writing, literature search and oral presentations.

Methods of Delivery

The course is delivered in a series of 12 lectures, each of 1.5 hours, accompanied by a weekly seminar (for small groups of up to 15-20 students).

Lecture hours:  12 lectures, 1.5 hour each

Seminar hours: 12 seminars, 1 hour each.

Private study:    70 hours

Total study hours: 110 hours
 

Informal Contact Methods
1. Office Hours
2. Specific questions can be asked during or after the lecture or via email contact

Coursework - 50% - each student is required to produce a 2,500 word report focused on a case study of a product or service innovation and its associated market.

Exam – 50%
 

Methods of Feedback to Students

- Written and/or verbal comments on planned coursework.

- Written and/or verbal comments when students are called upon to give presentations.

- Informal advice and or discussion during a lecture, seminar, workshop

- Responses to student emails and questions

 

Paul Geroski’s The Evolution of New Markets (available on-line from JRULM) provides a valuable introduction to many of the issues discussed in the course and can be considered the core text. In addition, specific readings will be identified to complement the specific topics covered in the lectures and seminars.
 

Additional notes: Other teaching staff and guest lecturers may be included.

Pre-requisites: None
Co-requisites:  None
Dependent courses: None

Programme Restrictions: Available to Management, Management (Specialisms), IM, IMABS, IBFE and ITMB.

For Academic Year 2022/23

Updated: March 2022

Approved by: March UG Committee