Postgraduate - UnitMKX5123 - Marketing innovation planning

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Synopsis

This unit is designed to give students the ability to develop entrepreneurial business plans for new products and new ventures. The emphasis is on understanding planning from the perspective of an entrepreneur. Topics covered include: the entrepreneurial process, opportunity screening, team building, the entrepreneurial mind, financing innovation and entrepreneurship, shaping an entrepreneurial strategy, developing and presenting the entrepreneurial business plan.

Outcomes

The learning goals associated with this unit are to:

1. identify and analyse the elements of innovation underlying new products and services
2. evaluate and explain the nature of competitive environments and their impact on innovative behaviours
3. recognise, evaluate and document profitable and durable opportunities
4. describe and evaluate the 'value' component of funding innovation
5. explain the processes involved in the continuing 'creation of value' in the growth stages of an innovative idea, and how to develop exit strategies.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Dr Srinivas Sridharan

Contact hours

3 hours per week

Prerequisites

MBA9006, MKX5461, MKX9160 or MKX9550