Macquarie University

New Venture Marketing and Business Development - MKTG312

This unit emphasises leadership for entrepreneurs and new product managers in innovative firms. Many organisations today are developing into flatter and more flexible structures so marketers need to acquire skills needed by entrepreneurs in start-up ventures. Both entrepreneurs and product development managers are responsible for marketing strategy and implementation. They live or die by their sales and bottom-line results. They are expected to champion new product and process innovations. Both must have multi-functional skills and be able to understand and manage all aspects of the new product development process.
This unit prepares students to envision, develop, launch, and manage new products. It is most appropriate for students interested in innovative organisations, for students interested in working for start-ups, and for students who want to be entrepreneurs who start their own ventures.
The key emphasis is how to (1) get a creative idea and turn this into an innovation, that is, manage it from conception to market; (2) have hands-on leadership skills required in this multi-functional idea generation and implementation process, that will enable students to conceive, develop, evaluate and implement innovative marketing strategies; and (3) to provide theories, frameworks, cases and examples relating to the management of critical aspects of strategic marketing activity.