Disruptive Product and Service Innovation

Subject Code:

ENT303B

Subject Rationale:

Amid rapid technological shifts and changing consumer expectations, effectively launching transformative offerings is crucial for maintaining a competitive edge. This subject equips students with the entrepreneurial mindset to energise disruptive innovations, immersing them in strategic frameworks, design-thinking, contemporary methods, and practical tools vital for uncovering and realising market opportunities.

Students explore key theories of disruptive innovation and examine modern models used in new product and service development, including agile and hybrid processes. They learn to align product strategy with market insights, refine concepts, and validate ideas through proof of concept and MVP testing. Emphasis is placed on evaluating and optimising offerings via data-driven performance measurement, forecasting techniques, and customer experience analytics.

By integrating advanced topics, such as platform strategy, perceptual positioning, and go-to-market tactics, students will gain the skills to steer commercialisation efforts confidently and measure performance at every phase. Real-world case studies and collaborative scenarios illustrate the intricacies of forming strategic alliances, overcoming innovation resistance, and capitalising on global megatrends. Students of this subject will be equipped to champion sustainable, continuous innovation and navigate the dynamic product/service lifecycle: from early ideation to scaling in emerging markets for value generation.

Learning Outcomes:

a) Evaluate the role of new product and service innovation in driving organisational competitiveness, growth, and long-term success.

b) Analyse market environments and competitive landscapes to identify opportunities for disruptive product/service solutions.

c) Synthesise theoretical frameworks and data-driven approaches to develop robust strategies for product/service design, evaluation, and optimisation.

d) Devise a systematic approach to ideate, conceptualise, commercialise, and revise new innovations.

e) Present disruptive innovation ideas effectively, employing appropriate communication methods in individual and team settings.

Student Assessment:

(G) = Group Assessment