Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer and Unit Convenor
Darren Kim
Contact via Email
Room 237, Level 2, 4 Eastern Road
Monday 2:00-3:00 PM
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Credit points |
Credit points
10
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Prerequisites |
Prerequisites
Admission to MMktg and MKTG6096
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Corequisites |
Corequisites
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Co-badged status |
Co-badged status
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Unit description |
Unit description
In dynamic business environments, where customers’ needs change rapidly and competition is intense, developing and launching new products and services that create and maintain a superior market position for a firm is a key success factor. Developing and launching new products addresses the commercialisation process within firms. Despite the significant investment in screening and developing new products and services, statistics reflect continuing high new product/service failure rates worldwide. This highlights the need for managing the commercialisation process of new products and services effectively. The focus of this unit is on developing students’ knowledge of new product and service commercialisation. In this unit, students will develop skills to create new product and service concepts and analyse factors that impact commercialisation decisions and outcomes. The unit will also focus on developing students’ capacity to formulate and apply commercialisation strategies for new products and/or services. |
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Late Assessment Submission Penalty (written assessments)
Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern. For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to apply for Special Consideration.
Name | Weighting | Hurdle | Due |
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New product or service (i.e. innovation) recorded pitch presentation | 25% | No | 11/04/2025 |
Practice-based activities | 30% | No | Week 2 to 12 |
New product or service commercialisation project | 45% | No | 06/06/2025 |
Assessment Type 1: Presentation
Indicative Time on Task 2: 24 hours
Due: 11/04/2025
Weighting: 25%
This assessment will assess students’ aptitude to formulate and design a feasible innovative product and service concept. This assessment focuses on students’ capability to communicate their new product/service idea and defend it verbally with the support of visual aids. A scenario will be placed on iLearn. Students will follow the scenario. 15 minutes
Assessment Type 1: Participatory task
Indicative Time on Task 2: 8 hours
Due: Week 2 to 12
Weighting: 30%
In-class activities allows students to engage in discussions and share their thoughts, helps them articulate and communicate their point of view, and develop not only their own knowledge, but also assist their classmates to gain a better understanding of the topic. The activities focus on discussions questions, mini-case analysis, critical thinking and problem-solving activities.
Assessment Type 1: Project
Indicative Time on Task 2: 40 hours
Due: 06/06/2025
Weighting: 45%
This assessment is linked with presentation assessment. It assesses students’ skills to build on reliable technical and market-related data and facts, and communicate their new product/service concept in the form of a formal business report. The new product /service commercialisation project focuses on providing students with experience in the new product/service commercialisation process. The project focuses on market/industry analysis, concept generation, design, prototyping, testing, and marketing for the new product or service. Based on their market/industry analysis and opportunity evaluations, students are required to develop a product/service concept and propose commercilisation strategies for their product/service. 2000 words
1 If you need help with your assignment, please contact:
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
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Unit information based on version 2025.03 of the Handbook