MKTG3114 Lecture 1

Topics: Product lining, Marketing, Target market Pages: 35 (1968 words) Published: August 17, 2015
MKTG3114 New Products Marketing

lecture 1: intro. & course
overview
Presented by
Dr. Jeffrey Lim
Discipline of Marketing

The University of Sydney

Page 1

Agenda
– Introduction and housekeeping
– What this unit is about – key topics
– Learning and application opportunities
• Assessment tasks
– Teaching team
– Lecture 1
– Setting the scene
– Concluding comments and wrapping up
The University of Sydney

Page 2

What this unit is about – key topics

Strategy

Idea/concept
generation
(creative vs.
analytical)

Development

The University of Sydney

Evaluation

Launch

Page 3

Learning and application opportunities
Assessment
task

Approach

Due date

Weig
ht

Participation

Project feeding activities &
tutorial discussions, and
research component

As required

10%

Mid-semester
exam

Multiple-choice

2nd Sept., week
6

20%

Presentation

Group presentation

Week 12 & 13

10%

Project

Group report

30th Oct., Week
13

30%

Final exam

Multiple-choice & shortanswer

University’s
formal exam
period
Page 4

30%

The University of Sydney

Assessment tasks
– Participation (10%)
Unit-related activities (8%)
– On-going.
– Class participation.
– Project-related activities
that feed into project.
Non-unit-related activity
(2%)
– By week 12.
– Research component.
The University of Sydney

– Mid-semester exam (20%)
– Multiple-choice.
– Covering topics from
week 1-5.
– 90 minutes during
lecture time.
– Final exam (30%)
– May include multiplechoice and short-answer
questions.
5
– During thePagefinal
exam

Key tutorial activities
Form groups &
topic
consideration
WEEK 2
Mid-sem exam
WEEK 6
no tutorials

Confirm topic
& Draft
Product
Innovation
Charter
WEEK 3
Concept
statements &
Gap Maps
WEEK 7

Scoring Model
(overall
evaluation)
WEEK 10
The University of Sydney

Develop Final
PIC
WEEK 4

Focus Groups
WEEK 5

Concept
Testing
WEEK 8

Financial
Forecast
WEEK 9

Finalise
Presentation &
Project
WEEK 11

Group
Presentations
WEEK 12 & 13
Page 6

Assessment tasks
– Presentation (10%)
– Project (30%)
– Aim is to pitch your
– In groups of approx. 4/5
group’s idea to
members from the
potential firm or
same tutorial class.
investor/s.
– Key tasks:
– To occur in week 12 and
• identify potential
13 in respective
new ideas,
tutorials.
• evaluate the ideas,
– 15 minutes per group.
and
– Every member must
• strategise how the
participate in the
chosen idea should
Please
refer
to
respective
guidelines
posted
in Bb for
presentation.
be marketed.
The University of Sydney
Page 7
more details.

Assessment tasks … cont.
Groups may choose a topic from the
FIRM
F45 TRAINING
GOODMAN FIELDER
P & G (PRODUCT CATEGORY)
STA TRAVEL
ZARA
HARPER COLLINS AUSTRALIA
LEVONO AUSTRALIA
FISHER AND PAYKEL
OPEN OPTION
The University of Sydney

Your product concept
cannot be a simple
product line extension,
e.g. another flavour of
following:
Red Bull

FOCUS/INDUSTRY
Health and fitness
Food
FMCGs
Travel
Fashion
Publishing
Technology
Home appliances
Subject to approval by teaching
team
Page 8

Teaching team
– Dr. Jeffrey Lim | MMSRS
Room 502 (Level 5)
The Business School
Building H69
Email:
jeffrey.lim@sydney.edu.au
Tel: 9351 5264
Consultation day/time:
Monday 10am – 12noon
or by appointment.
The University of Sydney

Tutor:
– Evelyn Chronis
– Email:
E.Chronis@econ.usyd.e
du.au
– Consultation day/time:
Monday 2pm – 3pm
– Location: Room 178A
Merewether Building
H04 Wolstenholme
Study Centre
Page 9

Lecture 1
Setting the scene
Marketi
ng
basics

The University of Sydney

Page 10

Setting the scene … cont.
An alternative representation …

The University of Sydney

Page 11

Setting the scene … cont.

Why do we need to change the product mix?
– Some key drivers for new product change:...
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