30259 - NEW PRODUCTS AND PRODUCT MANAGEMENT
Course taught in English
Go to class group/s: 31
VERENA BARBARA SCHOENMUELLER
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. Students apply innovation methods across a wide variety of product and service categories. The course is taught using interactive workshop methods and techniques. Students first experience these facilitation techniques while learning innovation. They learn and practice these techniques so that they can apply them routinely throughout their graduate experience and beyond.
- 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.
- Students learn 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.
- 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.
- Face-to-face lectures
- Group assignments
Students are expected to work on a group project for developing a new product idea throughout the course. In the final classes, teams present their new product concepts.
|Continuous assessment||Partial exams||General exam|
- 60% of the grade is composed of project work during semester.
- 40% of the grade is composed of a final, written exam.
100% of the grade is composed of a final, written exam.
- D. BOYD, J. GOLDENBERG, Inside the Box, 2014.