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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Master GE1S1English
Professeur(s) responsable(s)J.BAYLE-CORDIER
Intervenant(s)Prof. Dr. Narongsak (Tek) Thongpapanl

Pré requis

The students should understand the basics of marketing and marketing management process.

Objectifs du cours

This course aims to explore the major issues, problems, and challenges faced by new product development managers and their teams. Overall, this course is structured to cover: 1. the key stages of product development (i.e., opportunity identification, idea generation, product design, product testing, launch issues) and life-cycle management, 2. new analytical methods to reduce risk and improve innovativeness at both new product team level and firm-level, and 3. a variety of new product development strategies (i.e., incremental versus radical innovativeness, technological discontinuities and dominant designs, new product diffusion and adoption, and exploration versus exploitation) from the perspective of large companies and start-ups.

Contenu du cours

This course is designed to achieve a number of objectives, as follows:
• To provide students with the fundamentals of the innovation and NPD processes.
• To equip students with the analytical tools and evaluation methods used to increase the success rate in new product development.
• To make students aware of both the external and internal influences on the methodologies needed to produce new products.
• To familiarize students with the procedures associated with and issues critical to the new product launch.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Lectures, Case Discussions, and/or Learning Activities
Independent work
Reference manual 's readings16,00   Chapter, Article and/or Case Readings
Charge de travail globale de l'étudiant32,00  

Méthodes pédagogiques

  • E-learning
  • Interactive class
  • Case study
  • Coaching


Individual Participation/Preparation (20%): Considerable emphasis will be placed on student involvement. A seminar-type atmosphere will be encouraged during lecture and case discussions. For each meeting, students will be expected to come to class totally prepared with extensive notes covering any qualitative and quantitative analyses required in order to make a worthwhile contribution to the class discussion and play a critical and challenging role. Students are advised to read the chapter(s) to be discussed and the critical thinking and application questions before coming to class in order to gain more from the lectures and to be able to participate during class discussions. Students should also read the assigned case (if any) and be fully prepared to discuss when called upon. The caliber of individual participation is noted for each class
session. You must participate in class, and this is possible only with preparation before class begins.
Mini-tests/Quizzes (80%): There will be four 30 tests/exams at the end of the each lecture’s day as shown in the enclosed class schedule. All course materials covered during the day of the lecture will be considered testable material. The tests/exams can consist of short answer and/or short essay questions. Each test/exam contributes to 20% of your final grade. A grade of zero will be awarded for anyone not writing the mini-test/quiz. However, for any student missing the mini-test/quiz due to severe medical conditions with a verifiable doctor’s note or letter, a special examination will be arranged.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Written Report0,00480,00
TOTAL     100,00


  • Merle C. Crawford, Anthony C. Di Benedetto (2010), New Products Management, 10th Edition (McGraw-Hill/Irwin Series in Marketing). -

  • Robert G. Cooper (2011), Winning at New Products: Creating Value through Innovation, 4th Edition (Basic Books). -

* Informations non contractuelles et pouvant être soumises à modification
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