Written and devised by our Principal Tutor and world expert in aroma trades marketing, Dr Tony Curtis, Unit 9 will introduce you to the management and processes involved with new product development. It will also give you detailed information in examining various paths that might be taken in a range of situations.

Marketing people often think NPD must be market-driven whereas technical people often take the view that innovation must be technology-led. Both standpoints are wrong. Great new products must meet a market need but also work cost-effectively and comply with regulations. This module explores the fusion of NPD as ideally being both marketing-led and technologically innovative.

As well as exploring different approaches to collect and generate new product ideas, you’ll master the complexities of intellectual property and its value and impact on the creation process. You’ll also investigate strategies for the minimisation of failure in the new product development process (e.g. α, β, and γ testing), and the essentials of risk management, so crucial to any new product process.