Write a critical reflective essay (1000 words) on your journey of discovery through the module, set within the context of the learning outcomes. In particular, describe how the course challenged your thinking, brought to you new and interesting ideas and concepts, or, presented approaches to the topic with which you may have disagreed
Marketing Design Innovation
A CLOSER LOOK AT CUSTOMER NEEDS AND WANTS
Customers, consumers and clients.
Product and Service Functionality.
Product and Service Dependence.
Product and Service Performance.
Distinction between Want and Need, from the Perspective of Perception, Ownership and Use. Serqual Model:
Service quality gap model:
Distinction between wants and needs:
ROLE OF COMMUNICATION AND BRANDING IN NEW PRODUCT DEVELOPMENT: Product and Service Value
Branding, Brand Value and Competitive Advantage
Projection of Ideas and Concepts to Target Markets
Poster’s value Chain:
The primary activities are:
Marketing and sales
The secondary activities are:
Procurement ,Technological ,Human resource management
Service value Chain:
Respect, Personalise, Advocacy, Care ,Attention
Objectives of Good Branding:
Benefits of Branding:
Creating Brand value
How brand leads to Competitive Advantage:
Instances where brands not creating Competitive Advantage:
Advantages of segmentation (Source: Doyle, 1994)
Segmenting Consumer Markets
Strategies to reach target Markets:
Marketing Communication Mix:
Five groups of promotional tools:
DESIGN PROCESS AND PRINCIPALS OF PRODUCT AND SERVICE DESIGN The introduction to Design
The main Principals of product and service design
Engineering design focuses on the function of a product. That is, whether or not it will perform mechanically, electrically, thermally, etc.
On the other hand, industrial design addresses the form of the product. That is, it focuses on aspects such as the product’s shape, colour, decoration, packaging, style and image. In very general terms, engineering design aims to make the product work; industrial design aims to make it sell. The Design Process:
Study →Investigation → Research → Concept
Modify ← Test ← Prototype ← Rough
Implement→ Presentation→ Modification→ Final commercialisation
WHAT IS A BRAND
BENEFITS OF BRANDING
TYPES OF BRANDS
Manufacturer brands ,
BRAND DEVELOPMENT STRATEGIES
There are several brand strategies that can be used;
3 perspectives on brand equity;
PATENTS,TRENDMARKS AND INTELLECTUAL PROPERTY
Trade Secrets and Copyrights
DIFFICULTIES FACED IN OBTAINING PATENTS:
RIGHTS OF A PATENT OWNER
KEY CHARACTERISTICS OF TRADE MARKS
BENEFITS OF TRADE MARKS
Following process in UK
Fill the application form downloaded from intellectual property office website 2.
Provide detailed illustration(two good representation of the design including all views 3.
Pay the relevant fees and submit the application
INNOVATION AND GLOBAL TRENDS:
DIFFUSION OF INNOVATION ,STYLE, CHANGE AND FASHION
GLOBAL PATTERNS OF MARKRT DEMAND AND TRENDS...
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