20434 - MARKETING DECISIONS - INTERNATIONAL PRODUCT LAUNCH
IM
Course taught in English
The course helps students to familiarize with marketing issues regarding the development and launch of a new offering. Students learn different techniques and research tools to properly manage the various stages of the new product development process.
As part of this course students walk away with a series of skills that enable them to step into a new product development team at a variety of physical goods or service organizations. In addition to these general outcomes, you are armed with a series of specific analytical/consulting tools.
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Basic criteria to assess the success potential of products/service.
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Different techniques to develop new product/service concepts.
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Different techniques to test product concepts.
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Launch strategies and forecasting models.
Students evaluations rules are detailed at the beginning of the course.
- Materials (slides, articles, etc.) supplied by the Instructors and uploaded on the Learning Space
- G. LILIEN, A. RANGASWAMY,A. De Bruyn, Selected chapters of Principles of Marketing Engineering, 2013 (selected chapters, and how to get them will be indicated at the beginning of the course), 2nd ed.