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NEW PRODUCT DEVELOPMENT

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EI63UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)A.DI BENEDETTO
Intervenant(s)Anthony DI BENEDETTO


Pré requis

Innovation and new product development is inherently a cross-functional activity, and individuals from R&D, marketing, manufacturing, engineering, design, and other functional areas are involved. Nonetheless, the course takes the perspective of the marketing manager and his/her interactions with other members of the new product team. Therefore, it is expected that students have a basic understanding of marketing concepts. The student should have a good general understanding of current business events, in particular those related to product innovation and management, as class participation and discussion is an integral part of the course.

The course is a total of 16 hours (4 days x 4 hours), Monday through Thursday, plus a final exam on Friday (2 hours). Sessions will consist of lectures, discussion and presentation of text cases, and case work. There will also be a group project due for hand-in and presentation (presentation is on Thursday; due date of hand-in report to be announced). Case work and project specifications will be explained, and groups will be assigned, at the beginning of the course.

Objectifs du cours

This course examines the analytical, decision making, and planning concepts and tools available to market, product, and brand managers. Specific decisions and issues to be addressed include: strategic elements of product development, product policy formulation, opportunity identification, the selection of product market strategies, concept generation and development, project selection and forecasting, design, new product development and testing, launch strategies and tactics, product-line modification, and organizational implications.

Apply a scientific approach towards new product development and management.

Understand and apply the concepts and processes involved in new product development, from opportunity identification and idea generation to launch management.

Use quantitative techniques to conduct business analysis at various stages of the new product development process.

Discuss new product development and launch by entrepreneurs as well as larger firms.

Apply new product management concepts to real world situations.

Contenu du cours

The course content includes the following topics:

1. The new products process and new product strategic planning
2. Concept generation techniques, lead users, and open innovation
3. Analytical attribute approaches including trade-off analysis
4. Concept evaluation and screening
5. Forecasting, financial analysis, product protocol, and technology roadmapping
6. New product design and new product team management
7. Product use testing, strategic launch planning, product diffusion models
8. Strategic implementation and market testing
9. Launch management and public policy


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent work
Reference manual 's readings12,00  
Independent study
Group Project12,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Lecture
  • E-learning
  • Research
  • Project work


Évaluation

Group project (due at end of semester): 50%
Group presentation of project (last day of class): 15%
Final exam (see course schedule): 20%
Participation (discussion of short cases): 15%

Total: 100%

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,20115,00
Others
Individual Project2,00150,00
Oral presentation0,20115,00
Final Exam
Written exam2,00120,00
TOTAL     100,00

Bibliographie

  • M. CRAWFORD and A. DI BENEDETTO, New Products Management, 10th edition, Irwin-McGraw-Hill, 2011 (recommended but not required). -

  • One or more cases will be posted on the course website around one week prior to the beginning of the course. -


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