Product Innovation Print

Product Innovation

Teaching Hours and Credit Allocation: 16 hours, 3 credits
Course Assessment: Coursework + Exam


The aim of this course is to explore the design and development of new products. Students will examine a variety of ways to ‘hear’ the voice of the customer and then translate this information into design criteria, product specifications, and product prototypes. The course will attempt to show the importance of new products to the business, present a practical approach to the development of new products and discuss the issues which impact success/failure.

Learning Outcomes

During the course participants will:

  • Understand the latest theories on delivering successful new product development
  • Develop competence with a set of tools and techniques for product design and development
  • Develop confidence in their own abilities to generate new ideas and create a new product
  • Be made aware of the role of multiple functions in creating a new product (e.g., marketing, industrial design, engineering, etc.)
  • Understand the factors underlying the success or failure of new products
  • Understand the challenges of controlling and co-ordinating development projects
  • Understand the meaning, scale and scope of new product development
  • Become aware of the importance of the inter-relationship between marketing and other business functions for new product development success.


  • Product design, planning and development
  • The NPD process
  • Consumer Needs’ identification
  • Idea generation and development
  • Concept evaluation and screening
  • Concept development & testing
  • Organisation for NPD
  • Development teams
  • Testing & market research
  • Commercialisation
  • Success/Failure factors for new products