MRK662 - New Product Launch

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Last revision date Sep 24, 2018 12:01:03 AM
Last review date Dec 3, 2018 12:15:03 AM

Subject Title
New Product Launch

Subject Description
Products are key to a company's growth, both launching new products and maximizing the potential of existing products and brands. Students develop skills in launching new products, generating new ideas, conducting business analysis, manufacturing, testing procedures and measures, branding, data mining, supply chain management and retail merchandising. Successful completion of semesters 1 to 4.

Credit Status
One full credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Explain how new products strategically contribute to the attainment of corporate objectives.
2. Perform gap analysis and environmental scanning to identify opportunities for new product development, using quantitative and qualitative techniques.
3. Develop new product concepts to capitalize on various marketing opportunities using qualitative and quantitative techniques.
4. Evaluate new product concepts for customer suitability (via concept testing), financial feasibility, and "fit" with corporate and marketing goals and capabilities.
5. Design a new product based on the analysis of consumer need.
6. Formulate a preliminary marketing plan to support a new product.
7. Prepare a product launch or rollout plan (including contingency plans) for a new product.
9. Support ideas effectively and professionally in verbal and written communications.
10. Work effectively and cooperatively in a project-based team.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.