MKF5801 Customer focused innovation
Faculty of Business and Economics
MKF5801 Customer focused innovation is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2020
- Semester 2
- Caulfield
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKF5801
No prerequisites or corequisites besides the enrolment rules below.
After MKF5801
No unit lists MKF5801 as a prerequisite in the 2020 handbook.
Enrolment rules
Students must be enrolled in course B4001, B5001, B6010 or S6004, or be granted permission by the Chief Examiner to undertake this unit.
Overview
The ability to bring a steady stream of innovations to the marketplace is the underpinning of business success. Doing so with a firm focus on customers and emphasis on building strong, memorable brands underlines a marketing perspective on innovation. Such market-oriented innovation has to be pervasive and consistent in an organisation. This unit focuses on how innovation and new product development adds continuous value to organisations for it to be competitive in the dynamic markets. It will discuss the nuances of innovation from a marketing perspective and will provide tools and frameworks to tackle market-based innovation challenges. Students will have the opportunity to gain practical, real world experience through a project. Finally, the unit will enhance your ability to communicate (written and verbal) ideas and solutions in business market environment.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | Split on |
Assessment
- Within semester assessment100%
Learning outcomes
When you finish this unit, you should be able to:
- 1
explain the theoretical concepts and processes of innovation
- 2
assess the impact of networks in the innovation process
- 3
apply the concept of value co-creation for new products/services
- 4
develop a marketing plan for a new product/service based on co-creation concepts.
Workload and teaching
- Workshops40 hours
- Teaching approachActive learning
- Teaching approachIndustry-based learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Required resources
No required resources
Contacts
- Chief Examiners
- Dr Samir Gupta
Common questions
What are the prerequisites for MKF5801?
MKF5801 has no prerequisites, but enrolment rules apply.
When is MKF5801 offered?
In 2020, MKF5801 runs in Semester 2 at Caulfield.
How much work is MKF5801?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5801 have an exam?
No. MKF5801 has 1 assessment task and no exam.