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 2025 in Semester 2 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2025
- Semester 2
- Caulfield
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
This is the 2025 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 2025 handbook.
Enrolment rules
You must be enrolled in course B4001, B5001, B6010, B6042, B6047, B6052 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. In this unit you will focus on how innovation and new product development adds continuous value to organisations for it to be competitive in the dynamic markets. You will discuss the nuances of innovation from a marketing perspective and will provide tools and frameworks to tackle market-based innovation challenges. You 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 2025
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Caulfield | On campus, block |
Assessment
- Written90%
- Presentation10%
Learning outcomes
When you finish this unit, you should be able to:
- 1
evaluate existing or new products/services using appropriate models with a focus on future needs of customers
- 2
determine which approach to use to address different types of innovation-related problems in dynamic market contexts
- 3
apply theoretical frameworks to assess the attractiveness of an innovation in the market
- 4
develop and effectively communicate marketing-based solutions that advance new product/service offerings, for consumers.
Workload and teaching
- Seminars36 hours
- Teaching approachActive 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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
No required resources
Contacts
- Chief Examiners
- Professor Felix Mavondo
Common questions
What are the prerequisites for MKF5801?
MKF5801 has no prerequisites, but enrolment rules apply.
When is MKF5801 offered?
In 2025, 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 2 assessment tasks and no exam.