Innovation Game, The: An Introduction to Marketing

Subtitle

Introduction to marketing, An 1

Synopsis

Intended to give students a basic knowledge of marketing with an emphasis on the steps involved in the new product innovation process. Explores the theoretical approach and at each stage compares it with a case study of the development and launch of a new lager. Includes interviews with the brewery’s Grocery Sales Manager and a simulation of the ‘selling-in’ operation to a supermarket. Aims to give an insight into the way practical constraints and competitive forces can modify the methods advocated by theory.

Language

English

Country

Great Britain

Medium

Video; Videocassette. U-matic. col. 80 min.

Year of production

1977

Availability

Sale

Documentation

A tutor’s manual is available.

Uses

HND, NNC, BEC Courses or undergraduate/professional business studies depending on the complexity of support materials and assignments.

Subjects

Business studies

Keywords

marketing; product design

Credits

Writer

Steve Carter

Cast

Steve Carter

Production Company

Name

Leeds Polytechnic, Educational Technology Unit

Sponsor

Name

Leeds Polytechnic, School of Management and Business Studies

Distributor

Name

Leeds Metropolitan University Media Services

Notes

was Leeds Polytechnic