30259 - NEW PRODUCTS AND PRODUCT MANAGEMENT
Department of Marketing
Course taught in English
Go to class group/s: 31
CLEAM (6 credits - II sem. - OP | SECS-P/08) - CLEF (6 credits - II sem. - OP | SECS-P/08) - CLEACC (6 credits - II sem. - OP | SECS-P/08) - BESS-CLES (6 credits - II sem. - OP | SECS-P/08) - WBB (6 credits - II sem. - OP | SECS-P/08) - BIEF (6 credits - II sem. - OP | SECS-P/08) - BIEM (6 credits - II sem. - OP | 12 credits SECS-P/08) - BIG (6 credits - II sem. - OP | 12 credits SECS-P/08) - BEMACS (6 credits - II sem. - OP | SECS-P/08) - BAI (6 credits - II sem. - OP | SECS-P/08)
Course Director:
JOACHIM VOSGERAU
JOACHIM VOSGERAU
Mission & Content Summary
MISSION
This course focuses on how to create value and growth through innovation in new and existing markets. The course gives students a general overview of reasons for success or failure of new products as well as techniques on how to identify opportunities for successful product/service innovations. Students learn the skills of innovation and how to apply those skills within the context of a marketing strategy framework, applying innovation methods across a wide variety of product and service categories. The course is taught using interactive workshop methods and techniques.
CONTENT SUMMARY
- Identification of opportunities for new product/services.
- Designing and engineering new products/services.
- Systematic techniques to develop new product/service ideas.
- Creative templates for systematic product idea generation.
- Testing and launching of new products/services.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Define the five templates of innovation and how each is used in the innovation process.
- Identify the principles of systematic innovation.
- Identify the limitations and weaknesses of traditional brainstorming.
- Understand the process of new product development
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Produce unique ideas and concepts by applying each of the innovation templates to a specific category of products or services.
- Relate innovative concepts to a marketing strategy framework.
- Compile a hypothetical product or service catalog using concepts generated in the course to represent a portfolio growth strategy for a company.
- Describe a method of measuring innovation.
- Apply group facilitation techniques to lead small groups in the use of innovation templates.
Teaching methods
- Lectures
- Practical Exercises
- Collaborative Works / Assignments
DETAILS
Attending students work on a group project developing a new product idea throughout the course. In the final classes, teams present their new product concepts.
Assessment methods
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ATTENDING STUDENTS
- 50% of the grade is composed of project work during semester.
- 50% of the grade is composed of a final, written exam.
The project is applied to one or more templates, according with the topics developed during the course. The project is assessed by a representative of the company and the course instructor.
The exam is held in written form. It is made up of questions referring to cases, talks and related concepts, models and tools presented and discussed in class and in the textbook.
NOT ATTENDING STUDENTS
Non-attending students are evaluated in a final exam in written form. The exam consists of questions referring to the concepts, models and cases described in the textbook.
The questions are aimed at verifying learning of the systematic creativity approach, its templates and their correct comprehension, and at assessing the ability to apply the knowledge students learn when studying the textbooks.
Teaching materials
ATTENDING STUDENTS
- Slides and guest lectures.
- D. BOYD, J. GOLDENBERG. Inside the Box: A Proven System of Creativity for Breakthrough Results (English Edition), 2013.
NOT ATTENDING STUDENTS
Crawford, M., & Benedetto, A. D. (2015). New Products Management. McGraw-Hill.
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