Courses & Units

New Product and Service Development BMA737


Firms are paying more attention to the development of new products and services to enhance their market position. Commercialising innovative products and services on a timely basis is a key to not only profit but in some industries, survival. However, despite the significant investment in screening and developing new products and services, statistics reflect continuing high failure rates. This underscores the need for better management of new product and service commercialisation. This unit will develop your knowledge of how new product and new service development creates value for a firm and its stakeholders. It will focus on new product and service commercialisation from a strategic perspective, emphasising the development of knowledge of the strategic foundations for new product and service development. These foundations comprise the sources for product and service innovation, the timing of market entry, competition and product market issues, market adoption, developing new service bundles, and strategies for marketing new products and services.


Unit name New Product and Service Development
Unit code BMA737
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Gauri Laud
Delivered By University of Tasmania


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus International Domestic
Online Semester 2 Off-Campus International Domestic


International students
Domestic students

Please check that your computer meets the minimum System Requirements if you are attending via Distance/Off-Campus.

Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.

Key Dates

Study Period Start date Census date WW date End date
Semester 2 10/7/2023 8/8/2023 28/8/2023 15/10/2023

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2023 are indicative and subject to change. Finalised census dates for 2023 will be available from the 1st October 2022. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • Critically evaluate the theories and concepts of innovation and new product and service development and apply them to practice.
  • Research market opportunity and plan commercialization strategies for a new product and service in context of dynamics of market entry timing and potential trajectory for market development.
  • Plan commercialisation strategies and develop implementation plans for new product and service development.
  • Develop implementation plans for new product and service launch.

Fee Information

Field of Education Commencing Student Contribution 1,3 Grandfathered Student Contribution 1,3 Approved Pathway Course Student Contribution 2,3 Domestic Full Fee 4
080505 $1,892.00 $1,482.00 not applicable $2,837.00

1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.

If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.



It is strongly recommended that you complete BMA506 Foundations of Marketing and BMA604 Consumer Decision making before undertaking this unit to ensure you have the necessary level of knowledge to successfully complete assessments.

Mutual Exclusions

You cannot enrol in this unit as well as the following:



Teaching Pattern

Introduction Lecture: 1hr, once in a term 

Weekly recorded lecture: 1hr, 13 weeks 

Workshop: 3hrs, 4 times in a semester 


AssessmentEssay – New Product Failure (25%)|Workshop activities -Individual and Group (35%)|New Product Pitch and Proposal (40%)
TimetableView the lecture timetable | View the full unit timetable



You will need the following text: Crawford, C.M. and Di Benedetto, A 2015, New products management, 11th edn, Boston: Irwin/McGraw – Hill Series in Marketing.


Kahn, K.B., 2012. The PDMA handbook of new product development, John Wiley & Sons.

Mohr, J, Sengupta, S & Slater, S 2010, Marketing of high technology products and innovations, 3rd edn. Prentice Hall, New Jersey.

Pervaiz, K.A. and Shepherd, D.C., 2010. Innovation management, context, strategies, systems and processes, England: Pearson Education Limited.

Tidd, J & Bessant, J 2013, Managing Innovation: Integrating Technological, Market, Organizational Change, 5th edn, Wiley, New York.

Trott, P 2012, Innovation Management and New Product Development, 5th edn. Pearson Education Limited, Essex.

LinksBooktopia textbook finder

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.