Module Overview

This module focuses on the Commercialisation of new technology products and Innovation. Traditionally regarded as the 'final' step in the new product development process, commercialisation is intimately linked with the other stages of the innovation process. Like these other stages it must be carefully managed to ensure that the new market offering is given every opportunity to succeed. The module therefore takes an 'outside in’ perspective focussing primarily on the market and marketing related considerations (including intenationalisation) of the commercialisation process. In this sense it complements the related innovation module on the course. In addition to studying the commercialisation process, students will be required to apply this learning to developing a commercialisation plan for 'live' pre-commercialisation project from invention through the delivery of customer value. Innovation extends beyond the capability to develop and renew product offerings, to encompass how they are created and delivered to market.

This module, building on the marketing module, focusing on the practical, legal and functional aspects of commercialisation of technology and innovative products. Through a range of topics, students will

understand the complex processes required to commercialise products backed by theoretical models and practical tools. Case studies, readings and examples from a variety of industries spanning low, medium and high technology constitute a major element of the course.

The module aims to provide students with an understanding of commercialisation such that s/he will be able to contribute to this area at a management level in any organisation. The student will become familiar with a number of tools used in the commercialisation of innovation.

The module provides students with the opportunity to acquire a set of tools and frameworks for the development of commercialisation strategy.