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IB9W9 - The Diffusion of New Products and Technologies

  • Module code: IB9W9
  • Module name: The Diffusion of New Products and Technologies
  • Department: Warwick Business School
  • Credit: 10

Content and teaching | Assessment | Availability

Module content and teaching

Principal aims

There is a large and growing literature in marketing on the understanding and forecasting of the growth in demand for new products. A parallel but often unconnected literature exists in innovation studies and links in to Corporate Strategy. This module will address issues relating to the adoption and spreading of new technologies in consumer and producer markets from a two discipline perspective with the intent of promoting the understanding of the processes involved, the forecasting and prediction of the growth of such markets and related strategic issues.

Principal learning outcomes

Subject knowledge and understanding: Demonstrate a thorough understanding of several approaches in differing discipline-based literatures as regards latest approaches to the analysis of diffusion processes and their implications for strategic decision making; Understand the logic and theoretical foundations of basic models in innovation diffusion.Key Skills: Develop the ability to apply different approaches to analysing particular diffusion phenomena, to form opinions of forecasting and predictive accuracy; Demonstrate an ability to apply basic innovation diffusion models to tackle business problems, in particular, how to accelerate new product/technology acceptance in the market.Cognitive Skills: Develop the ability in: modelling and analysing diffusion phenomena; researching diffusion processes and factors influencing the processes; understanding how to forecast, make predictions from diffusion analysis and how to accelerate or impede a diffusion process.

Timetabled teaching activities

Total contact hours: 21 hrs. Lectures (over duration of course): 7 x 3hours. Module duration (weeks, if applicable): 1 or 7 week(s).

Departmental link

Module assessment

Assessment group Assessment name Percentage
10 CATS (Module code: IB9W9-10)
A (Assessed work only) 2500 word essay 100%

Module availability

This module is available on the following courses:



Optional Core


  • MSc in Marketing and Strategy (N500) - Year 2