Module Title:New Product Innovation
Language of Instruction:English
Credits: 5
NFQ Level:8
Module Delivered In 1 programme(s)
Module Aim: This module explores the New Product Development Process within organisations. This module is designed to familiarize marketing students with the principles and practices in the development, design and marketing of new products and services. This module will focus on Marketing’s input into the development of new products and a Product Manager’s role in the management of the process.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Determine best practice in the management of the New Product Development process from a marketing perspective.
LO2 Apply Best Practice concepts & tools of the New Product Development process
LO3 Formulate and pitch a New Product/ Service Proposal orally and in writing.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
New Product Development.-Overview of the Process
Importance of NPD and identification of the most innovative companies.
Managing the NPD Process
Organisational Structures, The Stage Gate Model (Cooper), The INSPIRE Project best practice guide.
New Product/ Service ideas
Generation of new ideas and their validation, The Inspire Project , Sources of New Ideas: Top Down Approach, Voice of Customer (VOC), Brainstorming Techniques (Scamper approach), Key Global & Irish Consumer Trends, AC Nielsen Breakthrough Innovation Winners, How to use the Lean Canvas.
Market Research & NPD
The Research Dilemma: Market Pull v Technology Push, The Lean Disruptor process, The Tripartite Product concept, Arguments for and against Market Research and Customer Need assessment, Voice of Customer approaches: Indepth interviews, Customer site visits, Fly on the Wall, Camping out, Customer Panels, Focus Groups, Ethnographic Research, Community of Enthusiasts, Hall Tests,Product use tests, Paired Comparisons, In home placements, Neuroscience, Product Successes and Failures, Espacenet - Patent searches.
Packaging & NPD
The Three basic Principles of packaging, Packaging evolution examples, Innovative packaging success stories, Supply chain considerations, New Irish examples, Common packaging problems, Halford's Oil Case study.
New Service Innovation
New Service Innovation examples, Types of new services - new service concepts, Client Interface, delivery systems, Technological opportunities. New growth sectors, KIBS. Service Blueprints, Market Testing,
New Product Launches
Study of Nielsen Breakthrough Innovation winners, Break even Analysis, Business analysis, Window of Opportunity, Market Strategy Development -When? To Who? Where? How?, Activation Platofrms: Sprinters & Marathoners, Branding, The Consumer Adoption Process Model, Factors affecting the diffusion of an Innovation, Buyer Readiness Model, The Inspire Project, Post Launch Evaluation, Product Performance Criteria, Successful Brand Launches.
Patents & Intellectual Property
Types of Intellectual Property, Trade Marks, Copyright, Trade secret, Non Disclosure agreements, Patents: short term, long term, Requirements to obtain a patent, Irish Patent System. Various organisations involved: Espacenet, European Patent Register, WIPO.
New Product Development - State supports
New Product Development within IT Carlow ERIC Centre , Local Enterprise Board and national state support structures.
Assessment Breakdown%
No Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Individual Project - consists of a Proposal for an original, new product or service, or a substantial modification of an existing product or service, that doesn’t already exist on the Irish Market. The product cannot exist in any market & is not a product/ service imported into a new distribution area. Concept to be pitched orally and in writing. Marks will be awarded for the following in the written submission: 1.Originality / Innovativeness 2.Market Validation - Commercial Potential 3.F.A.B Analysis 4.Completed Lean Canvas Form 5.Research : Primary & Secondary 6.Memo – Persuasive & Concise 1,2,3 90.00 Sem 2 End
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Oral Presentation 3 10.00 Sem 2 End
No End of Module Formal Examination

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning Time Every Week 2.00
Total Hours 3.50
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 0.75
Independent Learning 30 Weeks per Stage 2.67
Total Hours 80.75

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 4 Mandatory