240742 Managing Digital Offerings and Innovation

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

Requisite(s): (240729 Digital Marketing Today AND 240710 Digital Consumer Behaviour) AND ((240715 Data-Driven Marketing AND 570101 Branding in the Digital World) OR 240834 Marketing in the Age of Technology )
There are course requisites for this subject. See access conditions.

Description

This subject enables students to develop an in-depth understanding of the processes, philosophies and concepts associated with new offering management in contemporary organisations, with a focus on digital products, services and platforms. This subject requires students to explore the various fields of study and examine research as a basis for building a strong, practically oriented capability for new offering management.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	appraise the role of marketing in digital offering management and the necessary analytical, customer-centric design and project management skills
2.	evaluate market opportunities, target audiences and competitor landscape in developing a digital road map
3.	develop marketing strategies across the lifecycle of offerings from demand generation to customer retention
4.	define a performance measurement framework for new digital offerings

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

Communication and collaboration
Professional and technical competence

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. You are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. You are encouraged to actively provide feedback and interact with staff and students. Online “Zoom” sessions will be held throughout the subject to allow you to interact with staff and students, ask questions and receive clarification and feedback.

Content (topics)

This subject explores the differences between digital and physical offerings and their implications for marketing and innovation management. This includes

Offering management for digital offerings
Industry analysis in a digital environment
Innovation strategies for digital offerings
Marketing for digital offerings
Performance measurement

Assessment

Assessment task 1: Developing the Building Blocks of Digital Innovation (Individual)

Intent:	Part 1a: Developing a Road Map to Digital Transformation (15%) Part 1b: Developing a Value Proposition Canvas (15%)
Objective(s):	This addresses subject learning objective(s): 2
Weight:	30%
Criteria:	Part 1a will be assessed on the following criteria: Demonstrates an understanding of the staging of business initiatives leading to digitalisation (40%) Level and depth of insight (40%) Clarity of exposition and visual appeal (20%) Part 1b will be assessed on the following criteria: Completeness of description (40%) Level and depth of insight (40%) Clarity of exposition (20%)

Assessment task 2: Developing a Framework to Measure Innovation Success (Individual)

Objective(s):	This addresses subject learning objective(s): 4
Weight:	40%
Criteria:	Demonstrates an understanding of the holistic nature of performance measurement in a digital environment (40%) Level and depth of insight (40%) Clarity of exposition and visual appeal (20%)

Assessment task 3: Marketing Strategy Video (Individual)

Objective(s):	This addresses subject learning objective(s): 3
Weight:	30%
Criteria:	Demonstrates an understanding of the importance of a forward-looking marketing strategy for the management of a digital offering’s life cycle (40%) Level and depth of insight (40%) Clarity of exposition and visual appeal (20%)

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

This a textbook-free subject. Readings are provided for each module in Canvas learning management system.